Piyush Pandey — The Man Who Glued India Together with Fevicol, and Then Quietly Left the World

There are some people whose deaths don’t just bring sorrow — they make the world pause. Today was one of those days. Piyush Pandey, 70, is no more. But if you’ve ever smiled watching the “Fevicol ka jod” ad on TV, or felt warmth in your heart hearing “Kuch khaas hai zindagi mein” from a Cadbury commercial  then, truth be told, you’ve lost someone close to you today.

From a Simple Cricketer to the God of Advertising

Piyush Pandey was once a school cricketer from Jaipur. His heart belonged to sports, and his tongue carried a rustic, earthy flavor.He thought in Hindi and was proud of his roots, even among those who spoke polished English.He started his career at a bank, but something inside him burned — a creative fire.When he joined Ogilvy India, a new breeze swept through the world of advertising.For the first time, someone said: “Ads don’t have to be written in a foreign accent — they can speak the language of the streets.” From there emerged campaigns that showed India its own reflection — in its own words, colors, and spirit.

“Fevicol ka jod” — A Bond That Lasts a Lifetime

The Fevicol ad was not just a jingle —it became part of India’s language. A worker carries twenty people on his back, sheep and goats cling to a moving bus,and yet, no one falls off because “Fevicol ka jod hai!” It made people laugh, but beneath that humor was something profound a celebration of Indian jugaad and strength. These ads didn’t just sell products  they stayed in people’s hearts in homes, in schools, and in memories.

Cadbury: When Sweetness Became an Emotion

Kuch khaas hai zindagi mein…A young woman runs into the cricket field and dances with joy as her boyfriend wins the match.There was no glamour, no army of models. Just emotion — genuine, desi, and deeply touching.Piyush taught the world that an ad is not something you sell it’s something you feel. That’s why every campaign of his carried a heartbeat — a pulse of the Indian soul.

Asian Paints: Adding Color to Every Joy

“Har khushi mein rang laya Asian Paints.”The line sounds simple, yet it holds a beautiful depth. He taught us that colors don’t just brighten walls — they brighten lives.In his campaigns, you could see the middle-class IndiaN people who bought dreams in installments, but always kept their hearts rich.

When Creativity Became Synonymous with “Piyush Pandey

In the advertising industry, his name became a benchmark: “Is this idea Piyush-level?” He stood out in every brainstorming room.Even when rejecting an idea, he made people laugh.His philosophy was simple:“Never lie in an ad — just tell the truth in a way that touches people.”He wasn’t a creative director — he was an emotion director.

And Then One Day, the Story Didn’t End — It Just Paused

October 24, 2025.
The news broke in the morning — Piyush Pandey is no more. No scandal, no drama — just a quiet ending,like a storyteller placing his pen down after his final line.The entire ad industry, media, and millions of fans paid tribute online. Prime Minister Modi wrote,

“He transformed Indian advertising.”

His colleagues said,

“He taught us to respect the Indian heart.”
And the people who loved him — they simply watched his ads again, tears i

Even in His Absence, He Lives in Every Home

Today, when you squeeze a tube of Fevicol,or taste a piece of Cadbury Dairy Milk, you unknowingly remember the man who taught us

“Emotion is the strongest glue.”

He hasn’t gone anywhere — the camera has just turned off. The scene remains frozen where he painted India’s story in its most beautiful hues.Maybe that’s what true brand legacy means to live on in people’s hearts.Whenever you smile at an ad, or find a piece of your childhood in a tagline remember, that smile was probably written by Piyush Pandey.