Advertising legend Piyush Pandey has passed away at the age of 70. The news was shared by columnist Suhel Seth on X on Friday morning. “Deeply saddened and devastated by the loss of my dear friend Piyush Pandey, a genius. India has lost not just a remarkable advertising mind, but also a true patriot and a gentleman. Now the heavens will echo with Mile Sur Mera Tumhara,” Seth wrote.

Pandey began his advertising career in 1982 with Ogilvy & Mather India (now Ogilvy India), starting as a trainee account executive before moving into the creative domain. Over the years, he revolutionized Indian advertising, crafting iconic campaigns such as Asian Paints’ “Har Khushi Mein Rang Laaye,” Cadbury’s “Kuch Khaas Hai,” and Fevicol’s legendary “Egg” film. Filmmaker Hansal Mehta paid tribute to Pandey in a creative nod to his work, writing, “Fevicol ka jod toot gaya. The ad world lost its glue today. Rest in peace, Piyush Pandey.”

Union Minister of Commerce and Industry Piyush Goyal also expressed his condolences, stating, “I am truly at a loss for words at the demise of Padma Shri Piyush Pandey. A phenomenon in advertising, his creative genius redefined storytelling with timeless narratives. He was a friend whose brilliance shone through his authenticity, warmth, and wit. He leaves a deep void that will be hard to fill. My heartfelt condolences to his family, friends, and admirers. Om Shanti.”

In 2004, Pandey made history as the first Asian to serve as jury president at the Cannes Lions International Festival of Creativity. His pioneering contributions earned him the CLIO Lifetime Achievement Award in 2012 and the Padma Shri, making him the first person from Indian advertising to receive this national honor. Further details regarding his demise are awaited.