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In an era when advertising often sought the spectacular, Piyush Pandey chose something far rarer - he chose the real.
He reminded us that the truest stories don’t need embellishment; they just need honesty. His work didn’t sell products - it sold emotion, belief, and trust. That was the Piyush magic. Advertising that spoke not to consumers, but to people. Advertising that was alive, human, and deeply rooted in the soil of India.
He was, in every sense, the architect of Indian advertising - shaping its very foundation with creativity, simplicity, and heart. And perhaps his greatest gift was his ability to introduce humour into Indian advertising - not the contrived kind, but humour that was warm, familiar, and deeply Indian.
Who can forget “Kuch Khaas Hai Zindagi Mein” for Cadbury that made sweetness emotional, or “Har Ghar Kuch Kehta Hai” for Asian Paints that turned walls into storytellers? From Fevicol’s legendary elasticity of emotion to Mile Sur Mera Tumhara — Piyush built not just campaigns, but cultural landmarks. He reminded us that advertising could make us smile, cry, and belong — all at once.
He defined what it truly meant to be a leader — one who lifted others as he rose. He took everyone along the way, mentoring generations, opening doors, and giving courage to countless young minds who dreamt of shaping ideas. Piyush didn’t just lead from the front; he led with heart.
He gave Indian advertising a global seat. With his vision, India wasn’t merely participating on the world stage — it was being celebrated. He showed the world that creativity born in India could speak a universal language, yet remain deeply rooted in its culture.
He promoted Indian culture through brands — not brands through culture. That distinction was the essence of his genius. Every campaign carried an unmistakable sense of pride, authenticity, and Indianness — from the earthy humour of our streets to the emotions of our everyday lives.
I have had the pleasure of knowing him, learning from him, and sharing the journey as an industry partner. I’ve had the privilege of traveling to Cannes with him, witnessing firsthand the respect he commanded globally — yet how grounded he remained. I will forever cherish the warmth in the way he fondly called me “his partner.” Those were truly acchhe din — days that will always stay with me.
For those of us in communication — especially those who build narratives around real estate — Piyush was a masterclass. He showed us that authenticity outlives artifice. That the foundation of any great message, much like that of a great building, is realness.
Piyush didn’t just create ads. He created benchmarks. He added a plus to everything he touched — transforming ordinary briefs into timeless work, fleeting moments into enduring memories.
And perhaps that’s why his legacy is so sweetly woven into India’s collective heart. Whenever someone says “kuch meetha ho jaaye,” we’ll think of him — with a smile, with pride, and with gratitude for the joy he brought into our lives.
As we in real estate strive to turn visions into lasting realities, we remember Piyush for showing us that truth is the strongest structure there is. His legacy will always remind us — in advertising, as in life — only what’s real truly lasts.
By Jaydeep Gandhi
