'Wherever you go, India remembers'; Adieu Piyush Pandey

To generate emotions ranging from laughter to intrigue through a 30-second video is onerous by all standards. Advertisements in India had trudged the conventional lane before the thick walrus-style moustache sporting man entered the fray. Piyush Pandey, the architect of indian advertisement, thought simpler but bigger at the same time. For him, a 30-second advertisement was not mere business but something of a creation that should withstand the test of time. Hamara Bajaj, Chalmere Luna, Asian Paints, Hutch, Vodafone, Cadbury's advertisement on the cricket ground, Titan, Fevikwik and many other beautiful advertisements are the children of Pandey’s creation.

At one stage, Pandey admitted that he drew ideas not from high-level meetings but through travelling, life memories and mostly discussions at local tea shops. Above all, Pandey was a flâneur, and it was an asset that helped him build an empire.

In 2014, one slogan, "Abki Baar Modi Sarkar" (Modi's government this time), changed the fate of Indian politics and rolled the red carpet for the then Gujarat Chief Minister Narendra Modi to become the Prime Minister of the world’s largest democracy.

Piyush also wrote the lyrics for the video album "Milesur Mera Tumara", produced by Doordarshan to promote national integration. Piyush Pandey has been honoured with the Padma Shri by the country for popularising English-language advertising programs, infusing regional language, humour and creativity.

During the early 2000s, Vodafone was a foreign brand desperate to break into the indian market until they approached Ogilvy with the assignment. Initially, Pandey chose a pug to make the brand popular among millions, but ZooZoos, the white creatures with balloon bodies and egg heads, changed the fate of the brand as the content was filled with thought-provoking humour, which resonated with millions.

Until then, it was common for Indians to switch channels at the end of each over in the fan crazy IPL games, but ZooZoos' ad changed the trend. The channels never changed, remotes sat idle on the table, and the whole family shared a giggle watching the eggheads conveying the message using wry humour.

Piyush Pandey was the Worldwide Creative Officer and Executive Chairman of Ogilvy. Piyush joined Ogilvy in 1982. His first advertisement was for Sunlight detergent. Under Piyush's leadership, Ogilvy became the number one advertising agency in the country. Piyush, an author of two books, even starred in John Abraham’s movie Madras Café.

This Jaipur native was the recipient of the Lion of St. Mark award at the Cannes Lions Festival in 2018, along with his brother Prasoon Pandey. Regional languages ​​and Hindi were very dear to him. Humour, singing, writing, family, team, moustache and Ogilvy were Piyush's world. Piyush always graced a smile on his face and took life as a fun ride, seldom caring to be serious. To come up with simple plans and win strategies is rare, but Piyush mastered the art without breaking much sweat. He pioneered the golden age of Indian advertising that has now almost died a fast death.

Piyush Pandey died at the age of 70 on October 24th due to respiratory issues.