Advertising legend Piyush Pandey, creator of Fevicol and Cadbury ads, passes away at 70

Advertising legend Piyush Pandey, known for transforming the face of Indian advertising, has passed away at the age of 70. The news of his demise was first shared by columnist Suhel Seth on X on Friday morning.

“Deeply deeply saddened and devastated at the loss of the genius that my dearest friend Piyush Pandey was. India has not lost a just a great advertising mind but a true patriot and a fine fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara,” he posted.

Pandey began his remarkable journey in advertising in 1982 with Ogilvy & Mather India (now Ogilvy India), starting as a trainee account executive before moving into the creative department.

Over the decades, his visionary ideas and storytelling redefined brand communication in India. He was the creative force behind some of the country’s most memorable ad campaigns, including Asian Paints’ “Har khushi mein rang laaye,” Cadbury’s “Kuch Khaas Hai,” and Fevicol’s iconic “Egg” commercial.

Tributes poured in from across the country. Filmmaker Hansal Mehta expressed his grief with a poignant message: “Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey.”

Union Minister of Commerce & Industry Piyush Goyal also paid homage to the advertising stalwart. “Truly at a loss for words to express my sadness at the demise of Padma Shri Piyush Pandey. A phenomenon in the world of advertising, his creative genius redefined storytelling, giving us unforgettable and timeless narratives. To me, he was a friend whose brilliance shone through his authenticity, warmth, and wit. I will always cherish our engaging interactions. He leaves behind a deep void that will be hard to fill. My deepest condolences to his family, friends, and admirers. Om Shanti,” he wrote on X.

In 2004, Pandey made history as the first Asian to serve as Jury President at the Cannes Lions International Festival of Creativity. His groundbreaking contributions earned him numerous accolades, including the CLIO Lifetime Achievement Award in 2012 and the Padma Shri — becoming the first figure from Indian advertising to receive the national honour.

More details regarding his demise are awaited.