Piyush Pandey, who gave India some of its most memorable advertisements, passed away on Thursday, October 23, at the age of 70. Known for his creative genius, Pandey captured the heart of India, inspired generations of marketers, and celebrated the nation’s culture through advertising.

Amitabh Kant, former CEO of NITI Aayog, described Pandey as a unique talent who “captured the heart and soul of India.” Kant said that before Pandey entered the world of advertising, campaigns were dominated by anglicised thinking and nuanced English. “When he got in, he turned it upside down, and he never imitated the West,” Kant said. He added that Pandey relied on instinct rather than research, a quality that made him a creative genius. Pandey also taught Kant the KISS principle – “Keep it simple and stu

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