Piyush Pandey, one of Ogilvy’s most iconic creative leaders, passed away recently at the age of 70. Over more than four decades with the agency, he shaped the way brands connect with people through humanity, wit, and heart — leaving an enduring mark on Ogilvy, on India, and on the global advertising industry. Chris Reitermann, CEO of Ogilvy APAC & Greater China, shares his tribute in memory of his dear friend and colleague.
To: Piyush
I knew Piyush for over twenty years. We shared many glasses of whiskey, countless cigarettes, and endless laughter. He once invited us to his home in Goa, where his wonderful wife, Nita, hosted us with the most incredible meal. Piyush left this world far too early, and he will be deeply missed but I know he’ll be rooting for us from wherever he is now.
In my thirty years in advertising, there are very few people I would call a genius. Piyush was one of them — a brilliant storyteller, a generous human being, a friend to everyone, and a no-nonsense advertising man. He made this industry both fun and real. His only ambition in everything he did was simple: to bring a smile to every Indian who saw his ads.
Piyush built brands and shaped culture. Chairmen and CEOs of India’s largest companies called him when they wanted their businesses to shine and connect with people. Even the Prime Minister of India sought his help to reach and inspire voters — that’s how influential he was.
(The Prime Minister of India expresses his condolences on the passing of Piyush Pandey)
He made Indian advertising famous around the world through his iconic campaigns like Fevicol – 「Fevicol Ka Mazboot Jod」 and Cadbury – 「Kuch Khaas Hai」. He loved Hindi and the many dialects of India, and he told deeply human stories that resonated with everyone. Piyush was a celebrity in India — known by taxi drivers, waiters, and immigration officers alike — yet he always took the time to speak with anyone who approached him.
Fevicol Campaign 「Fevicol Ka Mazboot Jod」
Cadbury Campaign 「Milk Kuch Khaas Hai」
He made Ogilvy India a creative powerhouse, and he influenced all of Ogilvy around the world. He gave everything to Ogilvy, constantly reminding us how powerful creativity can be — and how rewarding it is to work with a truly good human being who cares about people.
My dear friend, I’ll miss that whiskey and cigarette with you. And I know you’ll be cheering for us — and for the Indian cricket team — from wherever you are.
(Our gathering with Piyush)
Thank you for making Ogilvy a great place to work, the industry more influential, and the many brands you touched loved by people.
🙏🫡
Chris
