CE DESK 
Amul honors ad icon Piyush Pandey with a creative tribute, celebrating his contributions to Indian advertising and cultural storytelling following his passing at age 70.
After Piyush Pandey’s passing at the age of seventy, Amul paid their respects by highlighting the impact he had on the history of advertising in India and the influence he had on the Indian culture. Amul’s history of advertising and creativity and their social media presence made a heartfelt post, and included the line “Inka sur sabse mila,” while illustrating Piyush Pandey’s famous moustache and creative energy. An illustration of Pandey writing, a reference to his copywriting, made a quick resonation with people on social media and advertising and creative branches of the industry made large conversations around his influence.
In the advertising industry, Piyush Pandey is known for his use of Hindi and regional phrases while advertising, a large deviation from the norm of solely using English. He was a creative leader at Ogilvy & Mather and helped in the advertisement of many beloved Indian brands such as Cadbury Dairy Milk, Fevicol, and Hutch. His advertising work introduced emotive and relatable storytelling to the Indian audience, a stark contrast to the English advertisements of the time.
The the social media attention on Amul’s post and tribute showed the admiration and respect that Piyush Pandey had in the industry and in the culture of India. The creative and advertising industries joined in celebration and mourning, as tribute Piyush Pandey for shaping the emotional and cultural narratives that define many people’s memories of India.
