'Such was her conviction that even clients didn’t dare to refuse her ideas'

I have known Usha Bhandarkar for close to 40 years — not just as a towering name in Indian advertising, but also as a neighbour in the same building we lived in. Professionally, I had the privilege of working with her for nearly 20 years, right from my early days as a Management Trainee in Client Services at Lintas. In both worlds — personal and professional — she remained remarkably consistent: warm, dignified, deeply insightful and endlessly generous with her time.

Usha was one of the true architects of India’s modern advertising era. Her work helped define how brands spoke to consumers in a rapidly changing India. She was instrumental in shaping some of the most iconic campaigns of our time — from Surf and Liril to Lifebuoy and Rexona. Her contribution to the legendary ‘Lalitaji’ campaign of Surf remains historic. 

Usha Bhandarkar no more. Read e4m report

Lalitaji was not just a brand character; she became part of popular culture, embodying intelligence, value-consciousness and middle-class pride. That campaign set a benchmark for strategic storytelling and for representing the Indian woman with dignity, strength and clarity. 

For me personally, Usha was far more than a celebrated creative leader. She was a mentor who shaped my thinking and career in ways I will always remain grateful for. As a young trainee, I would often go to her with questions, ideas and confusion — and she always listened with immense patience. 

She had this rare ability to push you to raise your standards while simultaneously making you feel confident and valued. Her clarity of thought, her deep understanding of consumers and her instinct for great work were matched only by her humility and kindness. Such was her conviction and credibility that even clients didn’t dare to refuse her ideas.

I have lost not just a colleague but a guiding force in my professional journey. The industry has lost one of its most inspirational leaders. And many of us have lost someone who shaped us, believed in us and quietly moulded the next generation of advertising professionals.

Usha’s real legacy is not only in the campaigns she created, but in the people she nurtured — and I feel privileged to have known and learned from her.