Piyush Pandey has won more Cannes awards, the world’s most prestigious advertising awards, than any other individual Indian. For over 40 years, the Padma Shri recipient and the face of Ogilvy India, changed the language, tone emotional DNA of Indian advertising. His passing last Friday saw an outpouring of grief on social media from people and brands he has worked with. Brandwagon pays tribute to some of Pandey’s work that will remain in advertising’s hall of fame.
Brand: Fevicol
Campaign: Fevicol ka Jod
Year: 1998
The campaign showcased Fevicol’s unmatched adhesive strength through witty exaggerations — from people stuck to chairs to vehicles that couldn’t come apart. Using humour as its glue, the ads drove home the idea of “unbreakable bonds,” making Fevicol synonymous with reliability. The now-iconic Fevicol Bus ad went on to win a Silver Lion in the Household Maintenance Products category.
Brand: Asian Paints
Campaign: Har Ghar Kuch Kehta Hai
Year: 2002
This campaign introduced the timeless idea that every home mirrors the personality of those who live in it. It transformed painting from a mere chore or festive custom into an intimate act of self-expression and identity. Narrated in Piyush Pandey’s distinctive voice, the film struck an emotional chord with the line: “Har ghar chup-chaap se yeh kehta hai, ki andar isme kaun rehta hai.”
Brand: Dairy Milk
Campaign: ‘Kuch Khaas Hai’
Year: 1994
At a time when Indian chocolates were advertised with largely Western imagery and targeted at children, this ad film flipped the script, normalising adults enjoying a chocolate treat. Pandey brought together the joy of a sweet treat and the exhilaration of India’s cricket loving masses in this ad that captivated audiences in the 1990s. It was later recreated by Ogilvy in 2021 with a gender swap to support the Indian women’s cricket team.
Brand: Hutch (now Vodafone)
Campaign: You and I in this beautiful world
Year: 2003
The campaign, featuring a little boy and his pug that loyally followed him everywhere, brought emotion to a category that was focussed on tariffs and coverage. The song and the two protagonists in the ad made the Hutch brand more human and relatable. Pandey is also credited with the creation of the iconic Vodafone Zoozoos later in 2009 for the second season of the Indian Premier League.
Brand: Kinetic
Campaign: Chal Meri Luna
Year: 1980s
Piyush Pandey’s “Shaan se bolo… Chal Meri Luna” turned a simple phrase into a statement of pride. The campaign celebrated the Luna, a 50cc hybrid of a motorbike and a bicycle, as a symbol of freedom, mobility, and aspiration for everyday Indians. By capturing the spirit of accessibility and progress, it resonated deeply with the growing middle class and consumers in smaller towns and rural India, addressing their need for fast, affordable personal transport.
Brand: Polio vaccination
Campaign: Do Boond Zindagi Ke
Year: 1995
The campaign was created to counter any rumours or fears about vaccination especially in rural areas. Pandey led the initiative in collaboration with government and health agencies, roping in Bollywood’s angry man Amitabh Bachchan who delivered a stern message to mothers urging them to vaccinate their children. The campaign played a key role in helping India become polio-free by 2014.