Piyush Pandey, the man who reshaped Indian advertising and gave it its unique identity, passed away on Thursday at the age of 70. Tributes poured in from across the country, with actor Shah Rukh Khan remembering him as a “genius” who made every collaboration feel natural and joyful.
Shah Rukh Khan took to X to share a photo of the legendary adman and wrote, “Working and being around Piyush Pandey always felt effortless and fun. Was an honour being part of the pure magic he created. He carried his genius so lightly and revolutionised the ad industry in India. Rest in Peace my friend. Will miss you lots.”
Many from the film and creative industries also expressed their grief and admiration. Filmmaker Hansal Mehta shared an emotional note saying, “Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey.” Amitabh Bachchan, in a heartfelt blog post, described him as “A creative genius .. a most amiable friend, and guide .. has left us .. No words to express our grief .. Piyush Pandey, passed away this morning .. The creative works left behind by him shall ever be an eternal emblem of his immeasurable creativity ..” Actor Piyush Mishra added, “Ab is ghar mein Piyush nahin rehta hai! RIP. My deepest condolences.”
His sister, singer and actor Ila Arun, shared a deeply personal message, writing, “Dear loved ones, with a devastated, heartbroken, and lifeless spirit, I am writing to inform you that we have lost our dearest and greatest brother, Piyush Pandey, this morning.”
Piyush Pandey was widely regarded as the driving force behind modern Indian advertising. Beginning his journey in the 1980s, he rose through the ranks to become the Chief Creative Officer Worldwide at Ogilvy & Mather. His ability to blend storytelling with Indian culture and emotion made his campaigns iconic. Ads like Fevicol’s Jod Ke Rakhe Hamesha, Cadbury’s Kuch Khaas Hai, and Asian Paints’ Har Ghar Kuch Kehta Hai became more than commercials—they became a part of India’s collective memory.
