Mumbai, Oct 24 – Piyush Pandey, a prominent figure in Indian advertising known for the 2014 election slogan “Ab ki baar, Modi sarkar,” passed away in Mumbai on October 24 at the age of 70.

Joining Ogilvy India in 1982, Pandey rose to the position of global creative chief, significantly influencing Indian advertising by incorporating local language, humor, and emotional resonance into his work. His campaigns, such as Cadbury’s “Kuch Khaas Hai,” “Har Khushi Mein Rang Laaye” for Asian Paints, and the iconic Fevicol ads, including the memorable “egg” film, became integral to India’s cultural landscape.

In recognition of his contributions, Pandey received the Padma Shri award in 2016 and the Legend Award from the London International Awards in 2024. Notably, he was the first Asian to chair the Cannes Lions jury in 2004. Additionally, he had a brief stint as a cricketer, representing the Rajasthan cricket team in the Ranji Trophy.

His sister, Ila Arun, an actress, confirmed that Pandey passed away at 5:50 am on Friday at a private hospital in Mumbai, where he had been receiving treatment for respiratory complications. Arun described Pandey as the “naughtiest” and “wittiest” among their family of eleven, which included nine siblings and their parents.

Prime Minister Narendra Modi expressed his condolences on the social media platform X, stating, “He made a monumental contribution to the world of advertising and communications,” and reminisced about their interactions over the years.

Tributes poured in from various sectors, highlighting Pandey’s impact on Indian advertising. Billionaire Gautam Adani remarked that Pandey was “the voice that made India believe in its own story,” attributing to him the self-confidence and soul of Indian advertising.

Union ministers Nirmala Sitharaman and Piyush Goyal also expressed their sorrow over Pandey’s passing. Sitharaman referred to him as a “titan and legend” who transformed communication through relatable idioms and warmth. Goyal acknowledged Pandey’s role as a phenomenon in advertising, emphasizing his authentic brilliance and storytelling prowess.

Industrialist Anand Mahindra noted that Pandey left “gigantic footprints” on the advertising industry, while Uday Kotak, the richest Indian banker, recalled the impactful campaign created by Pandey for the launch of Kotak Mahindra Bank in 2003, highlighting his ability to blend creativity with an Indian context.

Pandey had been advising Ogilvy in recent years after stepping back from an active role. He resided in the Shivaji Park neighborhood of central Mumbai with his wife. His last rites are scheduled to take place at the Shivaji Park crematorium at 10:30 am on Saturday, as confirmed by Ila Arun.