Piyush had this amazing knack for finding magic in the ordinary: Mayank Shah
Mayank Shah, Vice President, Parle Products, shares that the ad legend taught him that great advertising isn’t about loud claims; it’s about heart
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Published: Oct 27, 2025 6:38 PM | 1 min read
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I had the privilege of working closely with Piyush Pandeyji on one of Parle’s most memorable campaigns, “Krackjack: Sweet bhi salty bhi, Ek Ticket mein doh mazaa” It was classic Piyush- simple, funny, and full of life, yet so deeply rooted in Indian emotion and everyday reality that it instantly struck a chord with people across the country.
Working with him was an experience I will always cherish. He had this amazing knack for finding magic in the ordinary, for turning a small idea into something everyone could smile about and connect with. His approach taught me that great advertising isn’t about loud claims; it’s about heart.
Piyush ji believed every idea should first touch the dil before it ever reached the client. That thought has stayed with me ever since. He was instrumental in transformation of creative ideation process, from earlier times where creatives were more anglicized or thought in English and translated in Language to ideation rooted in thinking in vernacular. His work is testimony to that rustic charm.
His passing leaves a void not just in the world of advertising, but in the lives of everyone who had the good fortune to work with him. His creativity, warmth, and humility will always be remembered.
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