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Piyush Pandey, the veteran Indian advertising leader credited with creating the BJP’s 2014 Lok Sabha campaign slogan “Ab ki baar, Modi sarkar,” died in Mumbai on 23 October 2025, aged 70, according to The News Minute. Ogilvy published its remembrance the following day. Pandey’s career also included some of India’s best-known commercial advertising and public-health campaigns.
Who was Piyush Pandey?
Pandey was an Indian advertising executive and creative leader who joined Ogilvy India in 1982. He later became the agency’s Executive Chairman and served as Ogilvy’s global Chief Creative Officer from 2019 to 2021, according to Ogilvy’s remembrance.
His influence extended beyond leadership roles. Ogilvy recalls campaigns for Cadbury, Fevicol and Asian Paints among his commercial work, and says he led the creative charge on its UNICEF polio campaign.
What was Pandey’s role in “Ab ki baar, Modi sarkar”?
The News Minute credits Pandey with creating the slogan “Ab ki baar, Modi sarkar” for the BJP’s 2014 Lok Sabha election campaign. That attribution is specifically about the slogan: it does not establish that Pandey alone authored or executed every part of the wider campaign.
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The distinction matters because a campaign involves more than a tagline. The available reporting supports crediting Pandey for the slogan, not assigning him sole responsibility for the campaign’s full strategy, communications or results.
How did his advertising work reach beyond politics?
Pandey’s portfolio included consumer brands as well as public-health communication. Ogilvy names Cadbury, Fevicol and Asian Paints among the commercial campaigns associated with him. It also says he led the creative charge on the agency’s UNICEF polio campaign.
Ogilvy quotes Pandey describing that work as especially meaningful: “Nothing has made a bigger impact on me or meant more to me. Without doubt, this was my most satisfying campaign.” In its remembrance, the agency said India was declared polio-free in 2014.
A line Ogilvy attributes to Pandey captures the public-facing standard he valued: “No campaign is worth its salt unless the people on the street love it.”
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When did Piyush Pandey die?
The News Minute reports that Pandey died in Mumbai on 23 October 2025, aged 70. Ogilvy’s remembrance appeared on 24 October 2025. The sources cited here do not establish a medical cause of death.
Prime Minister Narendra Modi also issued a condolence statement, praising Pandey’s contribution to advertising and communications and expressing sympathy for his family and admirers.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Where can readers find Pandey’s own views on advertising?
Penguin Random House India lists Pandey’s memoir Pandeymonium: Piyush Pandey on Advertising in paperback and hardback, as well as Open House with Piyush Pandey in physical editions. The publisher’s listings include Amazon as a buying option; stock and availability may change.
For readers interested in his perspective, the books address questions such as “What is the future of advertising?” and “Should ad agencies work for political parties?”
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