New Delhi: India woke up to heartbreaking news on Friday — the passing of advertising titan Piyush Pandey, aged 70. Known for giving Indian ads their voice, their humour, and their heart, Pandey’s creativity changed the way brands spoke to people.

Soon after the news broke, Amul, the brand synonymous with wit and warmth, paid a moving tribute on Instagram. Its topical featured the line “Inka sur sabse mila” — a nod to Pandey’s unmatched ability to strike a chord with every Indian. The caption read, “Amul Topical: Tribute to one of India’s advertising legends!”

The post instantly resonated across social media, with fans and colleagues flooding the comments with emotion. “We’ve lost a gem,” wrote one. Another said, “Captain behind the captions.” Many simply called him “India’s greatest ad-man.”

Born in Jaipur in 1955, Pandey began his journey with Ogilvy & Mather India in 1982 as a client-servicing executive. His instinct for storytelling and his deep understanding of Indian culture helped him rise to the top as Executive Chairman and Creative Director.

At a time when English-centric ads dominated television screens, Pandey broke the mould. He celebrated Indian languages, emotions, and quirks — turning daily life into delightful campaigns. His work was not just advertising; it was art that mirrored India’s heart.

From Fevicol’s iconic “Egg” ad and Cadbury Dairy Milk’s “Kuch Khaas Hai”, to Asian Paints’ “Har khushi mein rang laaye” and the unforgettable Hutch pug, Pandey’s ideas painted the story of modern India — simple, emotional, and unforgettable.

Even in his absence, his voice continues to echo in every jingle, every smile, and every clever line that makes an ad more than a message — a memory.