AS we mourn the passing of Piyush Pandey, Har Ghar Kuchh Rota Hai, while the gods above wait for his arrival, thinking, Kuchh Meetha Ho Jaye. Certainly, for the ad fraternity, losing Piyush has been a Dum Laga Ke Haisha moment — all of us gathering our strength to reconcile to his departure.

As condolences pour in for the legendary adman, it’s important to not just reflect on the genius that Piyush was, but the life-altering change he made to Indian advertising. Looking back at the years when Piyush reigned as the creative czar of India, you have to recognise that he was the one who injected the insightfulness that came from understanding not just the Indian consumer, but Indian culture, which encompasses everything we can think of.

Piyush’s magic was not just language, it was raw emotio

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