Mumbai: There is a wave of mourning in the entire country due to the demise of ad guru Piyush Pandey. A name synonymous with emotional storytelling and iconic campaigns, Pandey’s demise marks the end of an era in Indian advertising. Since the news broke, tributes have been pouring in from politicians, artists and creators.
Prime Minister Narendra Modi has condoled the demise of advertising veteran Piyush Pandey, who passed away at the age of 70.
The Prime Minister remembered Pandey on his X account on Friday for his “creativity” and his lasting impact on Indian advertising.
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PM Modi wrote, “Shri Piyush Pandey ji was appreciated for his creativity. He made a significant contribution to the world of advertising and communication. I will fondly remember our conversations over the years. Saddened by his demise. My thoughts are with his family and fans. Om Shanti.”
Shri Piyush Pandey ji was appreciated for his creativity. He made significant contributions to the world of advertising and communication. I will cherish our conversations for years. Saddened by his demise. My condolences are with his family and fans. Om peace. -Narendra Modi (@narendramodi) 24 October 2025
Expressing her condolences, Finance Minister Nirmala Sitharaman wrote on Twitter, “Saddened to hear about the demise of Shri Piyush Pandey. A doyen and stalwart of Indian advertising, he transformed communication by bringing everyday idioms, worldly humor and genuine warmth. Had the opportunity to interact with him on various occasions. Heartfelt condolences to his family, friends and the entire creative fraternity. His legacy remains Will remain.” Continue to inspire generations.”
Sad to hear the news of Shri Piyush Pandey’s demise.
A doyen and stalwart of Indian advertising, he transformed communication by bringing everyday idioms, down-to-earth humor and genuine warmth.
Have had the opportunity to interact with him on various occasions.
Heartfelt… pic.twitter.com/tytshG1aHK-Nirmala Sitharaman (@nsitharaman) 24 October 2025
Politician and actor Smriti Irani recalled how Pandey “taught us that emotion is the truest language of creativity.”
Piyush Pandey was not just an advertising man – he was one of India’s finest storytellers. He taught us that emotion is the truest language of creativity. His words humanized brands and immortalized ideas. Farewell to the great man who made us feel, think and smile. – Smriti Z Irani (@smritiirani) 24 October 2025
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Musician Ehsaan Noorani also expressed his grief, writing, “Rest in peace, Piyush Pandey – the man who redefined creativity in advertising and created some of the most memorable campaigns.”
Filmmaker Hansal Mehta paid an emotional tribute, writing, “Fevicol’s joint broke. Today the ad world lost its glue. Piyush Pandey, go well.” (The bond of Fevicol has been broken. Today the fascination of the advertising world has ended. Piyush Pandey, go in peace.)
Filmmaker Vivek Agnihotri also remembered working with the advertising giant, while Union Minister Piyush Goyal shared, “Words fall short to express our grief over the demise of Padma Shri Piyush Pandey. A towering figure in the world of advertising, his creative genius redefined storytelling and gave us unforgettable stories that will live on.
There was something special…
When I joined O&M as an intern, everyone spoke Queens English. He wanted India to look like London.
And then there was Piyush Pandey, with the Rajasthani moustache, sitting in a smoky corner, writing in Hindi, the words smelling of earth and it seemed… pic.twitter.com/fqd7IqwjNz– Vivek Ranjan Agnihotri (@vivekagnihotri) 24 October 2025
To me, he was a friend whose genius shone through his honesty, warmth and intelligence. I will always cherish our fascinating conversations. He has left behind a deep void which will be difficult to fill. My heartfelt condolences to his family, friends and fans.
Who was Piyush Pandey?
Piyush Pandey began his advertising journey with Ogilvy & Mather India (now Ogilvy India) in 1982, starting as a trainee account executive before moving to the creative department. With his talent he changed the face of Indian advertising.
Born in Jaipur in 1955, Pandey grew up in a large family with nine siblings – seven sisters and two brothers. His father worked in a bank.
His many iconic campaigns included Asian Paints’ “Har Khushi Mein Rang Laaye”, Cadbury’s “Kuch Khaas Hai” and Fevicol’s evergreen “Egg” film.
In 2004, he made history by becoming the first Asian to serve as jury president at the Cannes Lions International Festival of Creativity. His pioneering contributions were later recognized with the CLIO Lifetime Achievement Award (2012) and the Padma Shri, making him the first Indian advertising professional to receive the national honour.
(Inputs from ANI)