New Delhi: What can a stick of glue mean to anyone? What can it stand for? Can a white coloured adhesive encompass the wide, colourful culture and nature of India? Only a madman like Piyush Pandey could have looked at a boring white bottle of Fevicol and seen a medley of colours and chaos of India written all over it.

Pandey, a legend in every sense of the word, passed away peacefully at a hospital in Mumbai at 70. He didn’t just sell glue; he sold the emotion of a ‘strong bond’. This complex, intangible feeling was distilled into the straightforward and enduring tagline: “Fevicol ka jod hai, tootega kaise”.

Ogilvy’s CEO confirmed Pandey’s peaceful death in an internal communication to the company’s employees. He was an advertiser, not selling products or even product stories. He was c

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