The Indian advertising industry has lost one of its most iconic figures with the passing of Piyush Pandey, the creative genius behind some of India's most memorable campaigns including the famous "Ab Ki Baar Modi Sarkar" slogan and the timeless "Mile Sur Mera Tumhara." The legendary adman was 81 years old.
A Legacy That Transformed Indian Advertising
Pandey, who served as the chief creative officer worldwide and executive chairman of Ogilvy India, wasn't just an advertising professional - he was a cultural phenomenon who understood the Indian psyche like few others. His work resonated deeply with millions of Indians across generations.
Creating Political History with Words
Perhaps his most politically significant contribution was coining the slogan "Ab Ki Baar Modi Sarkar" for Narendra Modi's 2014 election campaign. This simple yet powerful phrase became the rallying cry that captured the nation's imagination and played a crucial role in shaping contemporary Indian politics.
The Unifying Anthem: Mile Sur Mera Tumhara
Long before his political work, Pandey had already cemented his place in Indian cultural history by writing "Mile Sur Mera Tumhara," the iconic national integration song that first aired on Doordarshan in 1988. The song, celebrating India's diversity, became an instant classic and continues to evoke nostalgia among Indians who grew up in the 80s and 90s.
Industry Tributes Pour In
Prime Minister Narendra Modi led the tributes, expressing his condolences on social media. "Shri Piyush Pandey Ji was a titan of the advertising world whose creativity captured the hearts and minds of generations," the Prime Minister wrote. "His iconic campaigns and slogans became part of our cultural fabric."
Advertising professionals and industry leaders across India have been sharing heartfelt memories of Pandey, remembering him not just as a brilliant creative mind but as a mentor who shaped countless careers in the industry.
A Career of Groundbreaking Work
Throughout his illustrious career, Pandey created numerous memorable campaigns for major brands including:
- Cadbury's famous "Kuch Khaas Hai" campaign
- Fevicol's enduring humorous advertisements
- Asian Paints' emotionally resonant campaigns
- Multiple successful political campaigns
His ability to blend Indian cultural nuances with contemporary marketing needs made him unique in the global advertising landscape. Pandey received numerous awards throughout his career, including the prestigious Padma Shri in 2016 for his contributions to arts and advertising.
Piyush Pandey's passing marks the end of an era in Indian advertising, but his legacy will continue to inspire future generations of creatives who aspire to connect with Indian audiences as deeply and authentically as he did.
