New Delhi, Oct 24: Renowned advertising icon Piyush Pandey, the creative force behind some of India’s most memorable ad campaigns, passed away at the age of 70. He had reportedly been battling an infection and was in a coma for nearly a month before his death.

Pandey was best known for his work with Ogilvy India, where he began his career in 1982 and eventually rose to become the Chief Creative Officer Worldwide and Executive Chairman India. His campaigns for brands like Fevicol, Cadbury, and Asian Paints redefined Indian advertising with their emotional depth and cultural resonance.

Under Piyush Pandey’s leadership, Ogilvy India was ranked the No. 1 agency for 12 consecutive years in Agency Reckoner, an independent survey by The Economic Times. He was also honoured with the Padma Shri in 2016 for his contributions to advertising.

Beyond advertising, Pandey made notable appearances in the 2013 film Madras Cafe and featured in ICICI Bank’s Magic Pencil Project videos. He penned the iconic national integration anthem 'Mile Sur Mera Tumhara' and co-wrote the screenplay for the film Bhopal Express.

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Tributes have poured in from across the entertainment and advertising industries. Filmmaker Hansal Mehta and Union Minister Smriti Irani were among those who mourned his passing, with Mehta poignantly stating, “Fevicol ka jod toot gaya”.