PM Leads Tributes as Ad Legend Piyush Pandey, Creator of 'Mile Sur', Passes Away

Piyush Pandey, the legendary figure who revolutionized Indian advertising, passed away on Thursday at the age of 70. His death, reportedly due to a severe infection, marks the end of an era for the industry he helped shape for over four decades. Pandey was celebrated for giving India its own authentic stories—simple, rooted in the nation's soil, and utterly unforgettable.

His journey to becoming an advertising icon was unconventional. Born and raised in Jaipur, he began his career as a cricketer, representing Rajasthan in the Ranji Trophy. In 1982, he joined Ogilvy, a decision that would profoundly alter the landscape of Indian communication. Over the next 40 years, Pandey did not just create successful campaigns; he built an entirely new language for advertising. He moved away from English-heavy, westernized pitches to a style that spoke in colloquial Hindi, drew inspiration from real Indian life, and celebrated the unique quirks and contradictions of the Indian identity.

Pandey’s work became a mirror to everyday India, reflecting its humour, warmth, and spirit. His campaigns are etched into the nation's collective memory. He captured pure joy in Cadbury's 'Kuch Khaas Hai' with a girl dancing on a cricket field, and showcased enduring strength in Fevicol's 'Fevicol ka Jod'. His creative genius extended to a vast portfolio that included Asian Paints’ ‘Har Ghar Kuch Kehta Hai’, which honored regional diversity; the emotionally powerful Google India film ‘Reunion’; the charming characters of Vodafone’s ZooZoos and Pug; and the impactful polio eradication initiative ‘Do Boond Zindagi Ki’ featuring Amitabh Bachchan.

A firm believer that "India’s heart beats in its small towns," Pandey ensured his work resonated with the masses. His most profound contribution to national culture remains the national integration anthem ‘Mile Sur Mera Tumhara’, which he both wrote and sang, creating a defining cultural moment for a generation.

Under his visionary leadership, Ogilvy India became the country's most awarded and creatively dominant agency. His global influence was recognized when he was appointed Ogilvy's chief creative officer worldwide in 2019. His contributions were honoured with the Padma Shri in 2016 and the LIA Legend Award in 2024.

His passing has prompted an outpouring of grief and tribute from the highest levels. Prime Minister Narendra Modi expressed his sadness, calling Pandey a creative genius who made a "monumental contribution" and fondly cherishing their interactions. Union Minister Piyush Goyal described him as a "phenomenon" and a personal friend whose brilliance was matched by his authenticity and warmth. His close friend Suhel Seth poignantly captured the national sentiment, stating that India had lost not just a great advertising mind but a "true patriot," adding that now the heavens would dance to 'Mile Sur Mera Tumhara'. Pandey's legacy is a testament to the power of storytelling that is deeply, authentically, and joyfully Indian.