Union Minister Scindia Mourns Loss of Advertising Legend Piyush Pandey, Recalls Iconic Collaboration

New Delhi, October 24, 2025 : Union Minister for Communications, Electronics and Information Technology Jyotiraditya M. Scindia expressed profound grief over the demise of Piyush Pandey, the legendary creative director who revolutionized Indian advertising with his poignant storytelling and deep cultural resonance. In a heartfelt tribute shared on X (formerly Twitter), Scindia described Pandey as the "creative visionary who gave Indian advertising its voice and soul."

Pandey's passing marks the end of an era for the advertising world, where his work transcended mere commercials to become cultural touchstones. Known for infusing everyday narratives with authenticity and emotion, Pandey's campaigns captured the "magic in the ordinary" and the "emotion in every story of Bharat," as Scindia poignantly noted. His signature style, rooted in Hindi heartland wisdom, wit, and warmth—earned him accolades as one of India's most influential ad men, with iconic works for brands like Fevicol, Cadbury, and Asian Paints that remain etched in public memory.

Scindia, who shared a personal connection with Pandey, fondly recalled their collaboration on "Project Arrow," an initiative for the Department of Posts (Dak Vibhag). The campaign's tagline, "Dak Seva Jan Seva" (Postal Service is Public Service), exemplified Pandey's genius in transforming a straightforward governmental message into a "deeply human and memorable" narrative. "His warmth, wit, and understanding of India’s heart made that campaign truly special," Scindia wrote, highlighting how Pandey's insight turned policy into poetry.

The minister extended his condolences to Pandey's family and loved ones, concluding his message with a prayer: "My thoughts and prayers are with his family and loved ones during this difficult time. Om Shanti. 🙏🏻"

Tributes have poured in from across the industry and political spectrum, underscoring Pandey's enduring legacy. Born in 1956, Pandey spent over three decades at Ogilvy & Mather, rising to become its executive chairman for India, South Asia, and the Middle East. His unconventional approach—eschewing jargon for raw, relatable Hindi—democratized advertising and inspired a generation of creatives. Awards like the Padma Shri (2016) and the International Andy Award Lifetime Achievement (2019) barely scratch the surface of his impact.

As India reflects on Pandey's contributions, his stories continue to echo, reminding us that true creativity lies in celebrating the simple, the sincere, and the soul of the nation.