Piyush Pandey: Posthumous Padma Bhushan for Revolutionizing Indian Advertising

Piyush Pandey receives posthumous Padma Bhushan in 2026 for transforming Indian advertising with iconic, culturally resonant campaigns like Cadbury and Fevicol. A tribute to his enduring legacy.

The Indian government has posthumously awarded legendary ad-man Piyush Pandey the Padma Bhushan as part of the 2026 Padma Awards, announced on the eve of Republic Day. Pandey, who passed away on October 23, 2025, at age 70, spent over four decades at Ogilvy India, reshaping advertising from English-centric pitches to heartfelt, Hindi-infused stories that captured India’s soul. This honor recognizes advertising as a cultural force, placing Pandey alongside artists and statesmen.

Pandey’s iconic campaigns—Cadbury’s “Kuch Khaas Hai Zindagi,” Fevicol’s unbreakable bond series, and Asian Paints’ “Har Khushi Mein Rang Laaye”—transcended sales, embedding into everyday lingo across classes and regions. He introduced street-smart humor, regional idioms, and emotional depth, shifting the industry’s grammar from aspirational gloss to relatable reality. His slogan “Ab ki baar, Modi sarkar” even influenced political discourse. Before Ogilvy in 1982, Pandey tried cricket, tea-tasting, and construction, bringing life’s raw insights to creativity.

Under his leadership, Ogilvy India became a global awards powerhouse, earning him the 2018 Cannes Lion of St. Mark with brother Prasoon. Pandey stepped down as Executive Chairman in 2023 for an advisory role, always emphasizing ideas “from the street, from life, from listening.” He championed heart over hype: “Somewhere, you need to touch the hearts.” This Padma Bhushan cements his legacy as the voice of modern Indian advertising, inspiring generations to prioritize empathy and authenticity.