❤️ Amul’s Heartfelt Homage

In a touching gesture, Amul shared a creative on Instagram featuring the line: “Inka sur sabse mila”, accompanied by the caption: “Amul Topical: Tribute to one of India’s advertising legends!”

The post quickly gained attention and evoked strong emotional responses from fans and followers:

• “Truly a marketing maestro! We’ve lost a gem.”
• “Captain behind the captions.”
• “India’s greatest ad-man — may his soul rest in peace.”

This reaction reflected the deep respect Pandey commanded across generations and industries.

🧠 A Pioneer in Indian Advertising

Born in Jaipur in 1955, Piyush Pandey joined Ogilvy & Mather India in 1982 as a client servicing executive. His creative acumen propelled him to the positions of Executive Chairman and Chief Creative Officer (India & South Asia), where he shaped some of India’s most iconic campaigns.

Pandey stood apart in an era when Western styles dominated advertising. He championed the use of Hindi and regional languages, connecting with audiences in a relatable, heartfelt manner. His campaigns often captured everyday life with simplicity and humour, making brands memorable and personal.

🏆 Iconic Campaigns and Enduring Legacy

Piyush Pandey’s work continues to influence the Indian advertising landscape. Some of his most iconic campaigns include:

• Fevicol’s “Egg” Commercial – A witty portrayal of unbreakable bonds.
• Cadbury Dairy Milk’s “Kuch Khaas Hai” – Celebrating special moments with chocolate.
• Asian Paints’ “Har Khushi Mein Rang Laaye” – Turning home décor into an emotional experience.
• Hutch’s “You and I” Pug Ad – A creative narrative blending humour and emotion.

Through these campaigns, Pandey demonstrated that successful advertising is about storytelling, cultural resonance, and connecting with people on a human level.

🌟 Beyond Advertising: A Lasting Influence

Pandey’s contributions earned him accolades including the Padma Shri and multiple Cannes Lions awards. Beyond awards, his approach inspired a generation of creatives to embrace local culture, linguistic diversity, and authentic storytelling.

Amul’s tribute, part of its long-standing tradition of honoring Indian icons, perfectly captured the nation’s respect for Pandey’s genius.

📰 Lok Darpan Editorial Note

The passing of Piyush Pandey is a reminder of the power of creativity that touches lives. His campaigns were not just advertisements — they were stories that spoke to the heart of India.

Rest in peace, Piyush Pandey. Your ‘sur’ will always resonate in Indian advertising. 🎵