Obsequies of Piyush Pandey to be held on Saturday in Mumbai

New Delhi: The advertising industry is reeling after the passing of Piyush Pandey, the legendary creative whose work and leadership over four decades helped shape Indian advertising’s distinctive voice. He passed away peacefully on Friday morning after battling an infection.

Hepzibah Pathak, CEO of Ogilvy India, shared a note reflecting on his life and legacy. “Besides being a true Ogilvy giant, and the incredible force who led to Ogilvy's and in many ways, Indian advertising's creative revolution, Piyush was also a deeply personal presence in so many of our lives,” she wrote.

“An eternal warrior for great work, a forever-partner to so many clients, a statesman leader and a champion of 'Indian-ness' in advertising,” Pathak added. 

She also highlighted his personal qualities: “A true cheerleader of his people, always generous with his praise, he will be missed deeply as a captain, as a friend and as a writer.”

Under Pandey’s leadership, Ogilvy India became one of the most awarded agencies globally. In 2018, he and his brother, filmmaker Prasoon Pandey, became the first Asians to receive the Lion of St. Mark at Cannes Lions, recognising their lifetime contributions to creativity.

Beyond brands, Pandey’s influence extended into public life, including political communication, while his mentorship shaped generations of advertising professionals. Colleagues recall his moustache, laughter, and love for cricket and advertising as integral to his larger-than-life presence.

His last rites are scheduled to take place at the Shivaji Park crematorium at 11 am on Saturday. Pathak concluded her note: “I cannot even imagine how each one of us is going to process this terrible loss in our own way… but his laughter will echo in our hearts forever.”

Pandey joined Ogilvy India in 1982 and became known for bringing brand communication out of boardrooms and into everyday life. His campaigns for brands including Asian Paints, Cadbury, Fevicol, and Hutch transcended advertising, becoming part of popular culture. He was widely recognised for his use of Indian languages, humour, and relatable storytelling, setting new benchmarks for campaigns in local contexts.