There will be many stories written about the amazing campaigns that Piyush Pandey created — the ideas that transformed Indian advertising and inspired generations. But on this sorrowful day, as I write these words from Beijing, I find myself thinking not of the legend, but of the partner and dear friend I was privileged to know.
Over the years, I had many things to ask of Piyush. His answer was always the same — a simple, two-word reply that summed up his character and his big heart:
“Yes, Partner.”
When I was President of The Advertising Club, I requested him to join my Executive Committee. His answer: “Yes, Partner.”
During COVID, when I asked him to help create a campaign urging people to vaccinate, his response again was “Yes, Partner.”
The very next day, he invited me to a Zoom call with Harshad and Kainaz to discuss the campaign.
When I requested him to address the IAA Retrospect and Prospects program, his reply was “Yes, Partner.”
When I asked him to accept a felicitation on a Cannes beach from the IAA, it was “Yes, Partner.”
When he wasn’t keeping well but I urged him to ensure his top creative team attended the Olive Crown Awards, he still said “Yes, Partner.”
And when I asked him to lend his lovely, deep voice to a tribute I had written for our friend Pradeep Guha, once again, “Yes, Partner.”
That was Piyush — always giving, always ready, always with warmth and grace.
I will never forget the image of a young man dressed in black, repeatedly climbing onto the Abby stage at NSCI in 1998 to collect award after award — the quivering moustache, the infectious laugh, the unmistakable energy that filled the room.
I remember the morning teas on his terrace overlooking Dadar beach, the laughter-filled evenings, the creative brilliance that shaped some of India’s most iconic campaigns. I remember the joy of honouring him on a beach in Cannes, just before he received their lifetime achievement award.
He was, and will always remain, the face of the Indian advertising industry — a man whose heart was as large as his talent.
Thank you for the memories, Partner.
I will miss you sorely…
