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News India Live, Digital Desk: Fevicol Has broken its stride : The brightest star of the Indian advertising world has set forever today. Piyush Pandey, who immortalized many advertisements with his thinking like ‘Fevicol Ka Jod’, ‘Kuch Khas Hai Zindagi Mein’ and ‘Mile Sur Mera Tumhara’, passed away at the age of 70. He was suffering from an infection for some time. His departure has left a void in the world of advertising which will hardly ever be filled.
Piyush Pandey was not just an ad maker, he understood the heartbeat of India. At a time when English was dominant in advertisements, Piyush made the language, lifestyle and emotions of the common Indian the hero of his stories. He told that advertisements can be made not only to sell goods but also to touch the hearts of people.
From the cricket field to the pinnacle of creativity
The journey of Jaipur-born Piyush Pandey was no less than a film story. Before joining the world of advertising, he played cricket for Rajasthan in the Ranji Trophy and also worked as a tea taster. In 1982, he joined Ogilvy agency and never looked back. On the basis of his hard work and unique thinking, he reached positions like Executive Chairman and Worldwide Chief Creative Officer of Ogilvy India.
Advertisements that became a part of our memories
Piyush Pandey’s name is associated with the advertisements that we have grown up watching.
- Fevicol: Be it people hanging on buses or eggs not breaking, “This is a Fevicol joint, it will not break” became popular on our tongues.
- Cadbury: The “Kuch Khaas Hai” advertisement of a girl dancing in the cricket field still brings a smile on people’s faces.
- Asian Paints: Through “Har Ghar Kuchh Kehta Hai” he gave language to even the walls.
- Polio Campaign: Her polio campaign with Amitabh Bachchan became a national mission
- When my tune and your tune merge: This song that united the country settled in the soul of every Indian.
Not only this, the slogan like “Abki Baar Modi Sarkar” in the 2014 elections was also his contribution, which changed the direction of politics.
Piyush Pandey was awarded the Padma Shri in 2016. He may not be among us today, but his creativity, his stories and the advertisements he created will always be alive in our memories. As filmmaker Hansal Mehta said, “Fevicol’s joint broke. The advertising world lost its glue today.”