From Cadbury’s ‘Kuch Khaas Hai’ and Asian Paints’ ‘Har Khushi Mein Rang Laye’ to Vodafone’s iconic pug ad, Pandey’s ideas became deeply ingrained in Indian pop culture.
Often called the ‘Father of Indian Advertising’, Piyush Pandey created ads that spoke the language of the people, not the agency. His work sold emotions and identity, setting a benchmark for Indian advertising.
1. Fevicol — “Yeh Fevicol ka jod hai, tutega nahi”
Pandey crafted three iconic ads for Pidilite Industries Ltd.:
The Fevicol Bus Ad: An overcrowded bus on a rural road doesn’t break down or spill over its passengers hanging on for dear life, because it carries a ‘Fevicol – The Ultimate Adhesive’ ad on its back.
2. Cadbury Dairy Milk — “Kuchh Khaas Hai… Zindagi Mein”
A woman runs onto a cricket field, dancing with joy after her partner scores the winning runs, chocolate bar in hand. The ad was hailed for breaking gender norms. Ogilvy, where Pandey worked, rebooted it in 2021 with reversed roles. It redefined chocolate advertising in India — portraying it as a treat for all ages, not just children.
3. Pulse Polio — “Do Boond Zindagi Ke”
Beyond corporate work, Pandey’s impact extended to public service campaigns. The Pulse Polio campaign with Amitabh Bachchan, delivered in simple, emotional Hindi — “Do boond Zindagi ke” — reached millions and played a pivotal role in India becoming polio-free.
Other Notable Campaigns
Abki Baar Modi Sarkar — BJP’s 2014 Lok Sabha election campaign
Polio ad campaign with Amitabh Bachchan
Fevicol ad campaigns — Bus, Fish, Sofa
Fevikwik ad campaigns — “Todo Nahin, Jodo”
Googly Woogly Woosh — Ponds (2010)
Chal Meri Luna
Cadbury Dairy Milk campaigns — “Kuch Khaas Hai”
Vodafone campaigns — Pug, ZooZoos
Asian Paints campaigns — “Har Ghar Kuch Kehta Hai”
Campaigns for Indian Tourism
Bell Bajao ad campaign
Anti-smoking campaign for the Cancer Patients Association