PM Modi Mourns Death of Piyush Pandey, Creator of Iconic “Ab Ki Baar, Modi Sarkar” Slogan

Piyush Pandey, the creative genius behind some of India's most memorable advertisements, including the iconic slogan "Ab Ki Baar, Modi Sarkar" (Modi's government this time), passed away on Friday at the age of 70. He had been battling an infection.

Mourning the loss of the advertising stalwart, Prime Minister Narendra Modi took to X (formerly Twitter) to share a heartfelt message.

"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.

The Man Behind Iconic Campaigns

In a 2014 interview with a media outlet, Pandey spoke about creating the campaign for the BJP government featuring the tagline "Ab Ki Baar, Modi Sarkar." His work in political advertising is considered a milestone in Indian communication strategy.

Pandey's career in advertising spanned nearly four decades. He served as the Chief Creative Officer Worldwide and Executive Chairman India of Ogilvy, one of the world's leading advertising agencies.

A Career Filled with Memorable Work

Pandey joined Ogilvy in 1982 and wrote his first advertisement for Sunlight Detergent. Over the years, he developed some of India's most memorable campaigns for brands like Fevicol, Cadbury, Ponds, Vodafone, and Asian Paints.

He also ventured into acting, debuting in the 2013 John Abraham film "Madras Cafe", and appeared in ICICI Bank's Magic Pencil Project marketing videos.

Contributions Beyond Advertising

Apart from advertising, Pandey made significant contributions to Indian arts and culture. He penned the lyrics for "Mile Sur Mera Tumhara," a song promoting national integration and unity in diversity. He also co-wrote the screenplay for the film "Bhopal Express."

In recognition of his extraordinary contributions, Pandey was honored with the Padma Shri in 2016, cementing his legacy as a creative force who left an indelible mark on Indian advertising and culture.