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A few months ago, a simple, catchy tune started popping up everywhere on Instagram. What most didn’t realise was that it came from a Fevicol ad, a creation of Piyush Pandey, celebrating 60 years of the brand. The Fevicol ‘Sofa’ ad tells the story of a humble two-seater sofa as it witnesses decades of an Indian family’s life. From a newlywed bride bringing it home, to celebrations, milestones, and the passing of loved ones, the sofa silently observes it all. Over time, it is repaired and cared for, symbolising both the product’s strength and the enduring bonds of family.
As a self-confessed doom-scroller, I felt a quiet sense of pride seeing this ad again - one that I’d first watched on TV years ago. Watching it resurface on my feed felt like a private connection across time; a small joy in the endless scroll.
That was the beauty of his work - it didn’t just sell, it stayed. His ads told stories that became part of people’s lives, woven into memories and passed down through generations. From the towering billboards on city streets to the tiny screens of social media, his work had a way of transcending time, resonating with young and old alike.
And now, with Piyush Pandey’s passing at the age of 70, that world feels quieter. A man whose moustache, booming voice, and instinct for storytelling made him a household name has left us and his departure marks the end of an era: one where an adman spoke not from a tower of English phrases, but from the lanes and bylanes of India.
Born and raised in Jaipur, Piyush Pandey studied at St. Xavier’s School before completing his master’s degree from St. Stephen’s College, Delhi. A passionate cricketer, he even represented his home state, Rajasthan, in the prestigious Ranji Trophy. His career took an unconventional route, starting out as a tea taster before joining Ogilvy in 1982 as a trainee account executive, marking the beginning of what would become an extraordinary journey in advertising.
He believed that the most powerful ads reflected real Indian lives and voices. He brought Hindi and colloquial idioms into mainstream advertising campaigns that didn’t just sell, but spoke. His work for Asian Paints (‘Har Khushi Mein Rang Laaye’), Cadbury (‘Kuch Khaas Hai’), Fevicol (‘Fevicol Ka Jod Hai, Tootega Nahin’), and Hutch [now Vi] (‘You and I’) turned everyday products into cultural touchpoints. His writing was simple, witty and unpretentious, resonating with audiences across cities and small towns alike.
He authored books such as Pandeymonium (2015) and Open House (2022). What’s especially intriguing is that he entered the advertising world as a client-servicing executive, only shifting into the creative side six years later. One of his first creative pieces was for Sunlight Detergent Powder starring Supriya Pathak.
Piyush Pandey always credited Ranjan Kapur, former head of Ogilvy for believing in him early on, a faith that helped shape his journey. Years later, he became that same pillar for a new generation of creatives, welcoming them into Ogilvy India with inspiration and guidance. Under his leadership, the agency flourished, drawing some of the sharpest minds in advertising. His mentorship wasn’t confined to office walls, it resonated across the industry, influencing careers and shaping the very fabric of Indian advertising.