Top 3 Iconic Ads by Piyush Pandey: The Mastermind Behind India’s Most Memorable Campaigns

Have you ever wondered who’s the brain behind timeless and legendary ads like Cadbury’s dancing girl, Pulse Polio’s social awareness, or Fevicol’s hilariously unbreakable commercials? Yes, you might have already got it right. If Indian advertising had a soul, Piyush Pandey would be it. The former executive chairman and creative genius of Ogilvy India, Pandey transformed how we connect with brands by blending emotion, culture, and clever storytelling into unforgettable ad campaigns.

Here’s a walk down memory lane with three of his most iconic works that made us smile, dream, and, in one case, vote.

1. “Kuch Khaas Hai” – Cadbury Dairy Milk

There are ads you watch, and then there are ads you feel. Cadbury’s 1993 “Kuch Khaas Hai” ad where a young woman runs onto a cricket pitch, dancing in joy as the batsman scores the winning run was one of those rare moments that blended celebration with innocence.

Aim & Objective: The campaign aimed to break the stereotype that chocolates are only for kids. It redefined chocolate as a treat for all ages especially grown-ups.

Impact: The ad, directed by Shantanu Shorey and conceptualized by Pandey’s team at Ogilvy, struck a deeply emotional chord with Indian audiences. It introduced a fresh wave of storytelling, unfiltered joy, pride, and sweetness. It wasn’t selling chocolate; it was sharing a feeling.

Watch it here:

Key Takeaway: Pandey didn’t sell products. He sold moments. This campaign was about how Cadbury felt, not just how it tasted. A classic example of emotion-driven marketing that still resonates decades later.

2. “Fevicol ka Jod” – Fevicol

Fevicol’s marketing campaigns are so well orchestrated that people have started calling every adhesive brand as Fevicol. Whether it’s a bus crammed with passengers held together by “Fevicol ka jod” or the iconic egg that won’t break, Fevicol’s campaigns are India’s funniest advertising folklore.

Aim & Objective: To position Fevicol as not just a glue, but a metaphor for indestructible bonds. And to do it with humour that every Indian, from metro to village, would get.

Impact: Fevicol ads turned a dull industrial adhesive into a beloved cultural icon. Pandey’s genius lay in using rural setups, colloquial language, and situational comedy making Fevicol relatable to the masses.

Watch it here:

Key Takeaway: Fevicol built trust and connections through its masterfully created ads. Piyush Pandey proved that ads could be outrageously funny and still communicate a strong product promise.

3. “Abki Baar, Modi Sarkar” – BJP Election Campaign, 2014

Arguably the most politically influential campaign in Indian advertising history. In 2014, when the BJP was looking to shift India’s political landscape, they turned to Ogilvy and Piyush Pandey. The result? “Abki Baar, Modi Sarkar” – a line that echoed in every household, tea stall, and TV screen.

Aim & Objective: To create a simple, memorable, and consistent slogan that could be translated into multiple Indian languages and reach the heart of the common voter.

Impact: It wasn’t just an ad; it became a movement. With Narendra Modi at its centre, the campaign used Pandey’s trademark approach speaking in the language of the people. Rhythmic, repetitive, and powerfully persuasive, it helped BJP sweep the elections with a historic mandate.

Watch it here:

Key Takeaway: Pandey’s work on this campaign demonstrated that advertising is not just limited to selling products; it can also shape political narratives. It was a proof that great copy can change the course of history.

Read more about: Top Iconic ads by Prahlad Kakkad

Conclusion

Whether it’s about selling glue, chocolate, or an entire political future, Piyush Pandey crafts stories that stick and leave a lasting impact. His genius lies not just in catchy lines or clever visuals but in understanding India’s pulse, language, and emotion.

While trends may come and go, Pandey’s ads remain timeless because they’re rooted in the Indian experience and emotions. So, the next time you find yourself humming “Kuch Khaas Hai,” chuckling at a Fevicol pun, or hearing a political slogan in your head, remember the man who made you feel, laugh, and believe. Piyush Pandey didn’t just create ads. He created timeless memories!

About the Author

Sahil Alom Barbhuiya is a master’s student in English literature at Jamia Millia Islamia, New Delhi, with a proclivity towards research, content writing, and personal branding. As a writer at Social Buzz, Sahil is actively involved in crafting compelling content ideas and ensuring their seamless and impactful execution.