Piyush Pandey’s Legacy in Indian Advertising
21 Nov 2025, Priyan DC
21 Nov 2025, Priyan DC
‘Piyush Pandey is in a better place and will be regaling people there with his signature laughter and sharp
wit’. We have been repeatedly hearing and reading this over the past few weeks ever since his passing. I
am yet another individual in a lengthy list who was deeply inspired by him to join the advertising field in
the late 90s.
Fondly known as The Ad Man of India, Piyush Pandey redefined the language of Indian advertising. He is
rightly known as the father of Indian advertising. At a time when western ideas dominated advertising
storytelling, Piyush Pandey flipped the script by weaving the essence of Indian culture, emotions,
celebrations, making advertising in India relatable and memorable.
Through his work, he has inspired a lot of communications professionals like me and created stories that
resonated deeply with audiences and became timeless reflections of India’s spirit. Piyush Pandey’s ads
became a key part of every TV viewer’s life, with people fondly singing along to the memorable tunes
and lyrics from his campaigns such as “You and I, in this beautiful world,” from the Hutch/Vodafone ads.
The impact he made on television commercials remains iconic, evoking nostalgia and continuing to be
celebrated years after their launch. He very well knew how to pique the interest of Indian audiences and
crafted stories that touched the pulse of every India. Nothing aptly describes his ways better than his
own words: “No campaign is worth its salt unless the people on the street love it.” Here, we will look at
Piyush Pandey’s legacy, and how his values continue to thrive across the industry.
A cricketer, sports enthusiast, and English literature graduate turned advertising genius, Piyush brought a
fresh, human perspective to advertising, which was dominated by jargon. In the late 80s, Indian
advertising still suffered from a colonial hangover. Advertising professionals rarely challenged their target
demographics, and were stuck in the belief that western accents signalled a better life. Piyush changed
that narrative for the better. He mentored generations of advertising and communications professionals
to speak India’s language again. He found stories in the ordinary, and made Indian dialects, values and
aesthetics marketable with a sense of pride. He made the Indian customer cool in their own eyes. Using
colloquial language, and featuring relatable and familiar faces, he embodied the most valuable principle
— understand your customer, a value we take very seriously at Star Squared PR.
Piyush Pandey’s influence on Indian advertising is profound and enduring. His presence was always
anticipated with great excitement at the Bangalore Ogilvy office, where his visits would generate a
palpable sense of energy and anticipation among the team. Yet, upon arrival, he would immediately put
everyone at ease with his approachable and unassuming nature, seamlessly blending in and engaging
deeply with colleagues across all levels.
His ability to connect with people was as remarkable as his creative genius. Whether at the famed Ogilvy
gatherings or in day-to-day interactions, Piyush stood out as the heart of every occasion, effortlessly
bridging the gap between senior leaders and junior team members. His legacy is not only reflected in the
iconic campaigns he crafted but also in the culture of camaraderie and inspiration he fostered within the
industry. Today, his values and approach continue to shape and inspire generations of advertising
professionals. Under Piyush, Ogilvy India became the country’s leading agency and many people he
mentored during his tenure are now running reputable agencies (including me ahem:)) around the
world.
His emphasis on curiosity, observation, and cultural grounding, are to this day the core principles many
advertising and PR professionals still follow. Star Squared PR still upholds some of his core values —
quality, leadership and professionalism.
For all his storytelling brilliance, what the world, and we at Star Squared PR will remember most about
Piyush is how he made people feel. As someone who worked with him, Piyush always had time for
everyone who wanted to learn. He embodied one of the greatest tenets of leadership — the ability to
actively listen. He believed in his colleagues and the people he mentored. His boisterous laugh filled any
room and his wisdom and keen sense of observation changed the way India saw itself. His legacy lives
on, in the culture he imparted, the lives he uplifted, and the belief he had in all of us: storytelling can
make the world a better place.
