A tribute to Piyush Pandey — The creative soul of Indian advertising

India has lost one of its brightest creative minds — Mr. Piyush Pandey, the ad industry’s king, storyteller, and soul. His passing marks the end of an era that defined how India spoke, dreamed, and believed through brands.

As I reflect on my early 2000s days at The Times of India Office, Response Department, Mumbai, I can still recall the electric energy on the 2nd floor — where visionaries like the late Pradeep Guha, Bhaskar Das, and several stalwarts who lead the industry today worked side by side. It was that glorious era — when Filmfare ruled Bollywood and Femina set the tone of Indian Beauty at the world stage, alongside The Times of India and The Economic Times defining nation’s economy every single morning.

Amidst that creative symphony, Piyush Pandey was a frequent guest — a warm, grounded genius whose presence filled the room with his aura. Fresh perspectives and his brand purpose articulation redefined demographics and psychographics.

The bosses at the TOI, 2^nd floor – Response included Department Heads, Scheduling Ads leader Indira Mehta, Shobha for flawless execution, Madam Katyayani, Billing Head to ensure the systems are in place before the Ads are released all India simultaneously. Hundreds of creative artists, floor managers, who were involved in carrying the hard copy Ad Material then called Bromides for B&W and Colour, created a symphony of the magic the world would watch in less than would gather around, brainstorming month-on-month and year-on-year campaign brand strategies — on how to create highest audience engagements via print media and broadsheet dailies.

I vividly remember multiple occasions where I had the privilege to listen to Piyush Pandey — as he evangelized the power of storytelling, emotion, and the art of speaking to the consumer. His words weren’t just about marketing — they were about humanity, about the pulse of India. He believed that advertising wasn’t about selling products, it was about shaping culture.

Those fine dialogues between the who’s who of the industry — the conversations that crafted national campaigns, inspired movements, and built brand legacies — still echo in my mind. His leadership role at the Advertising Agencies Association of India (AAAI) further helped shape the collective vision for India’s creative community.

Advertising then was driven by creativity, not technology.

It was a time when ideas, not algorithms, made headlines.

Today, as we mourn his passing, we celebrate the timeless magic he created — the unforgettable ads, the laughter, the emotion, and the truth he captured in every line. Along with the many omnipresent legends we’ve lost in the last few years, Late Pradeep Guha, Bhaskar Das, Alyque Padamsee, Piyush Pandey has created an irreplaceable void in the traditional media and marketing world. Their souls live on through the millions of consumers they moved, the brands they built, and the generations they inspired.

Personally, I owe much of my industry knowledge and perspective to gurus like Alyque Padamsee and Piyush Pandey — who taught us that advertising is not a business, it’s a calling.

The cricket-loving, moustached maestro who gave India a new language of creativity may have left the room — but his words, his wit, and his wisdom will forever echo in the hallways of every agency, every brand boardroom, and every creative heart that dares to dream.

Rest in peace, Mr. Piyush Pandey.

The story of Indian advertising will always bear your signature.