Piyush Pandey, the mind behind “Humara Bajaj” and “Chal Meri Luna”, bids adieu at 70

Piyush Pandey, the creative force who reshaped Indian advertising with campaigns that spoke the language of the people, passed away on Thursday. He was 70.

In the country’s automobile landscape, his most iconic contributions were two slogans that became part of India’s cultural lexicon, “Humara Bajaj” for Bajaj Auto and “Chal Meri Luna” for Kinetic Luna, and Tata Motors with “Reclaim Your Life” for the Safari and “Kuchh Log Sumo Chalate Hain”.

“Chal Meri Luna” turned a humble moped into a symbol of freedom and everyday ambition in the 1970s. Decades later, the slogan found new life with Luna’s electric comeback. Pandey’s “Humara Bajaj” celebrated national pride and positioned Bajaj as not just a vehicle but an emblem of middle-class aspiration and Indian identity.”Piyush Pandey was far more than an advertising genius; he was a friend whose warmth and infectious laughter reminded us that joy and humanity must never be forgotten, even in the serious business of persuasion. As we transition Luna to E-Luna, his vision ensures that the soul of the brand – its simplicity, hope, and everyday joy – remains unchanged.” said Sulajja Firodia Motwani, Vice Chairperson, Kinetic Engineering and Founder & CEO, Kinetic Green.

A voice for the people

Pandey joined Ogilvy India in 1982 and, over four decades, became synonymous with the agency itself. He brought Hindi, warmth, and everyday idioms into a space long dominated by English and elitism. From Asian Paints’ “Har khushi mein rang laaye” to Cadbury’s “Kuch Khaas Hai” and Fevicol’s unforgettable humour, his work redefined how brands spoke to India.

Reluctant icon, giant of creativity

Despite global acclaim, Pandey remained grounded. “A Brian Lara can’t win for the West Indies alone. Then who am I?” he once said, always crediting his teams. Under his leadership, Ogilvy India became a creative powerhouse. In 2018, he and his brother, filmmaker Prasoon Pandey, became the first Asians to receive the Lion of St. Mark at Cannes.He believed in emotion over gimmicks. “Somewhere, you need to touch the hearts. No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it.’”, he said.

“His legacy will continue to inspire every storyteller who believes that great brands are built on human insight.

He influenced how automotive brands spoke emotionally not just functionally to consumers.” said Ravi G Bhatia, President & Director, JATO Dynamics.Remembering Piyush Pandey, in a social media post, Shailesh Chandra, MD and CEO, Tata Motors Passenger Vehicles wrote, “Piyush Pandey didn’t just shape Indian advertising – he gave it a heart…At Tata Motors, his words became part of our story – “Reclaim Your Life” for the Safari and “Kuchh Log Sumo Chalate Hain”. Each line captured the soul of Indian motoring – courage, pride, and the will to move forward.”

Beyond family, a country in mourning

Pandey’s influence extended beyond advertising into the cultural fabric of India, from political campaigns like “Ab ki baar, Modi sarkar” to nurturing storytellers who found strength in local, relatable, and heartfelt communication. Even after stepping down as Executive Chairman of Ogilvy India in 2023, he continued to advise and inspire quietly, leaving behind a legacy of work that blends commerce, culture, and emotion seamlessly.Prime Minister Narendra Modi also took to X to mourn the loss of advertising legend.

“Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti,” PM Modi wrote.

He is survived by his family, colleagues, and a country that still speaks in the language he helped shape. As he once said, the best ideas come “from the street, from life, from listening.”