The Baadshah Who Made Desi Cool: Social media pays tribute to Piyush Pandey

Tributes have poured in from politicians, industry peers, admirers and well-wishers, honouring the life, work and legacy of Piyush Pandey

e4m by e4m Staff
Published: Oct 24, 2025 5:12 PM  | 13 min read
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Piyush Pandey, the legendary adman of Ogilvy India
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The Indian advertising fraternity and leaders across the nation are mourning the passing of Piyush Pandey, Executive Chairman of Ogilvy India and the creative force behind legendary campaigns such as Fevicol, Cadbury Dairy Milk, Asian Paints, and ‘Abki Baar Modi Sarkar.’ Pandey, 70, passed away early Friday after battling an infection that led to a coma. His work, deeply rooted in Indian culture and language, reshaped the country’s advertising landscape, blending humour, emotion, and authenticity like no other.

A Legacy Remembered by Leaders and Industry Giants

Prime Minister Narendra Modi expressed his condolences, recalling his personal interactions with the ad legend.

“Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti.”

Rajasthan’s former Chief Minister Vasundhara Raje recalled working with him on the state’s tourism campaign.

“With his ability to craft impactful, rooted, and layered stories, he gave us masterpieces that redefined the advertising landscape in India… His beautiful reimagining of our vibrant and magnificent Rajasthan stands as a timeless ode to this fabled land.”

Smriti Irani, Union Minister, called him “one of India’s finest storytellers.”

“He taught us that emotion is the truest language of creativity. His words made brands human, and ideas immortal. Farewell to a legend who made us feel, think, and smile.”

Finance Minister Nirmala Sitharaman reflected on his transformative contribution.

“Saddened to hear of the passing of Shri Piyush Pandey. A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humor, and genuine warmth into it.”

Business magnate Anand Mahindra paid a heartfelt tribute, remembering Pandey’s infectious spirit.

“Yes, he was a man who left gigantic footprints on the ad industry… But what I will remember most is not the campaigns he crafted or the brands he built, but his hearty laugh and his irrepressible zest for life. He reminded us that even in the serious business of persuasion, joy and humanity must never be forgotten… Piyush always carried that summer within him. Alwida, my friend. You made life richer for all of us. Om Shanti.”

Gautam Adani described Pandey as “far more than just an advertising legend.”

“He was the voice that made India believe in its own story. He gave Indian advertising its self-confidence, its soul, its ‘swadeshi’ swagger. And he was a very good friend! Like a master batsman, he played every stroke with his heart. Today, India has lost a true son.”

Creative Community in Grief

From cricketers to storytellers, tributes poured in from all corners of the creative world. Hephzibah Pathak, Executive Chairperson, Ogilvy India, said, “It is with great sadness that we share the passing away of our beloved Piyush Pandey. He wasn’t just the heart and voice of Ogilvy for over 40 years, but also a creative force who redefined the very identity of Indian advertising. Thank you for inspiring us, for teaching us to be brave, for your generosity, candor, and kindness — and for always playing on the front foot.”

Suraja Kishore, CEO of BBDO & TeamX for Mercedes-Benz India, called Pandey “a phenomenon, a cultural anchor, and the end of creative courage as we knew it.” He summed up the legend in four words — “The madness. The moustache. The magic. The man.” 

Gajendra Jangid, Co-founder of CARS24, shared how every interaction with Pandey “left him richer, not just as a marketer but as a human being.” He wrote, “He gave India a voice through his ideas, and used the power of communication to change the way we saw ourselves. Piyush leaves behind not just iconic work, but a world a little brighter, a little wiser, and a lot more human because of him.”

Sports commentator Harsha Bhogle beautifully summed up Pandey’s cultural impact:

“Piyush Pandey entered a profession that spoke in beautifully nuanced English aur usko apni zubaan ka khubsoorat zaika pesh kiya... If you want to leave a mark in your profession, to Piyush Pandey bano. Advertising ka gold mohur. Goodbye my friend. Alvida.”

Filmmaker Vivek Ranjan Agnihotri shared his memories from their O&M days.

“When I joined O&M, as a trainee, everyone spoke the Queen’s English… And then there was Piyush Pandey, with Rajasthani moustache, sitting in a smoky corner, writing in Hindi, making words smell of mitti and sound like home. He didn’t sell brands. He sold emotions… We won’t let you go from our memories, Piyush, kyonki yeh majboot jod hai, itni asaani se tootega nahin. Om Shanti.”

The social media was flooded with industry sharing memories and moments with him. Hari Krishan, Chief Growth Officer at FCB India shared, "Truly, the end of an era. An extremely sad day for advertising and the world of brands. Thank you for everything you’ve been for the industry. Rest in peace, Piyush sir. Pic 1: At the Man U locker room at Old Trafford. He told me ‘Mata ke saamne ek photo lena chahiye’ Pic 2: Something I’ll treasure forever"

Friends, Colleagues, and Admirers Remember His Warmth

Uday Kotak, recalling Pandey’s work for Kotak Mahindra Bank, tweeted:

“He launched Kotak Mahindra Bank with a campaign in 2003, describing banking as ‘common sense’. Amazing out-of-the-box thinker and a humble person. He weaved creativity with an Indian context. Will miss him.”

Journalist Shereen Bhan shared a deeply personal message:

“While he will always be remembered for many iconic campaigns, I will always remember him for his warmth, generosity, sense of humour and kindness. I will miss his messages and impromptu phone calls, always encouraging, full of ideas and stories. Travel well Sir. You will be sorely missed.”

Commerce Minister Piyush Goyal called Pandey a “phenomenon in the world of advertising.”

“His creative genius redefined storytelling, giving us unforgettable and timeless narratives. He leaves behind a deep void that will be hard to fill.”

Union Minister Hardeep Singh Puri echoed the industry’s collective grief:

“A true legend of Indian advertising, whose creativity and storytelling inspired generations. His work will remain etched in our hearts and in the history of Indian advertising.”

‘He Made India Believe in Its Own Story’

From political leaders to creative minds, everyone remembered Pandey for his ability to turn Indian idioms, culture, and humor into world-class communication. Telangana minister K.T. Rama Rao (KTR) wrote:

“Heartfelt condolences to the family & friends of the legendary Ad genius, Padma Shri Piyush Pandey Ji… My favourite of course is the 'Mile Sur Mera Tumhara' song that continues to echo through generations, bringing the country together in a soulful celebration of unity.”

Rajdeep Sardesai called him “the soul of modern Indian advertising.”

“He rooted much of it in the sights and sounds of local languages and idioms. RIP Om Shanti.”

Naveen Patnaik, Chief Minister of Odisha, described Pandey as a “creative colossus.”

“The creative colossus was a wonderful storyteller who communicated through metaphors reflecting everyday life and relatable emotions. His passing away is an end of an era.”

‘The Baadshah Who Made Desi Cool’

Sam Singh, CEO of HT Media, summed up what many felt:

“Piyush Pandey, the baadshah who made Desi very cool. You will be missed by all who knew you, and all who know of you. Rest in peace.”

As Gaurav Pradhan aptly wrote:

“From ‘Fevicol ka mazboot jod’ to ‘Kuch Khaas Hai Zindagi Mein’ for Cadbury and ‘Har Ghar Kuch Kehta Hai’ for Asian Paints, Pandey’s words turned everyday India into unforgettable emotion. He redefined storytelling with warmth, humour, authenticity.”

Roshan Abbas, creative entrepreneur and storyteller, remembered him as “less a colleague, more a mentor.” Recalling their first encounter, Abbas said, “From the very first meeting, he was a burst of life and laughter. You always left his presence a little wiser and a lot lighter. He noticed everything, remembered everyone, and treated the spot boy with the same affection as the CEO. That was his magic — an instinctive human warmth that no award or title could ever capture.”

Others from the advertising and marketing fraternity echoed the deep sense of loss. Kapil Ohri, Co-founder of Studio NKB, wrote, “Piyush Pandey = Indian Advertising. If you have ever been moved by the magic of Indian ads, you have felt his influence, even if you didn’t know his name. He was a trend long before marketers learned how to follow one.”

Sukhpreet Singh, Chief Revenue Officer at Dish TV India, described Pandey as “a mentor and an inspiration who taught generations how to communicate with simplicity, authenticity and touching insight.”

Ramanujam Sridhar, Founder and CEO of Brand-Comm PR, called him “a modern legend who transformed Ogilvy into a creative powerhouse and pioneered the creation of Indian-language advertising. I used to teach advertising management at different management schools and students born in the late nineties would be bewitched by the Cadburys, Fevikwik and Titan gifting ads which were part of creative case studies.”

Across timelines and platforms, one sentiment stands clear: India has lost not just an adman but a storyteller who made “mitti ki khushboo” the heartbeat of modern Indian advertising — and made the desi cool.

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Published On: Oct 24, 2025 5:12 PM 
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