Piyush Pandey, the iconic mind behind some of India’s most memorable advertising, passed away on Thursday at 70. For more than four decades, Pandey shaped the creative identity of Ogilvy India. Known for his signature moustache, infectious laugh and keen insight into the pulse of the common Indian, he shifted the focus of ads English-heavy messaging to relatable storytelling grounded in real lives, culture and emotions ruling billboards and screens for decades.

Pandey was the man behind campaigns that became part of India’s cultural memory — from Cadbury’s “Kuch Khaas Hai” to Fevicol’s witty, unforgettable ads. His work didn’t just sell, it connected with the common man because of its simplicity and deep cultural resonance.

Piyush Pandey played a key role in crafting the widely recognise

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