By Irshad Khan 
Bollywood superstar Shah Rukh Khan paid a heartfelt tribute to advertising legend Piyush Pandey, who passed away on October 24, 2025, at the age of 70. In an emotional note shared on social media, SRK recalled his experiences collaborating with the creative genius and praised his revolutionary contribution to the Indian advertising industry. Khan’s tribute captured the profound respect and affection Pandey commanded across the entertainment and business worlds.
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SRK’s Heartfelt Tribute to Piyush Pandey
Shah Rukh Khan took to X (formerly Twitter) on October 24 to share a deeply emotional tribute to his longtime collaborator and friend. The superstar posted a monochrome photograph of Piyush Pandey alongside a poignant message that encapsulated the profound impact the advertising genius had on those around him. Khan wrote: “Working and being around Piyush Pandey always felt effortless and fun. Was an honour being part of the pure magic he created. He carried his genius so lightly and revolutionised the ad industry in India. Rest in Peace my friend. Will miss you lots.”
SRK’s tribute stood out for its specificity and warmth, capturing not just Pandey’s professional achievements but the ease and joy of collaborating with him. The actor’s words reflected a personal connection forged through multiple brand campaigns over the years. Khan’s emphasis on how Pandey “carried his genius so lightly” revealed the creative legend’s humility—a quality that made him beloved across generations of filmmakers, actors, and brand leaders who worked under his creative vision.
The Legacy of a Creative Revolutionary
Piyush Pandey, who passed away on Friday, October 24, 2025, at the age of 70, represented more than four decades of transformative creative work in Indian advertising. Born in a humble background—having worked as a tea taster and briefly in construction before entering advertising—Pandey’s unconventional path to the creative industry made his achievements all the more remarkable. He began his advertising career in 1982 as a trainee account executive at Ogilvy & Mather India, the agency where he would spend virtually his entire professional life, eventually rising to become the Chief Creative Officer Worldwide.
Pandey’s fundamental contribution to Indian advertising lay in his revolutionary approach: he gave voice to the nation’s own stories, humor, and sensibilities rather than merely adapting Western marketing templates. He understood rural India with an almost anthropological depth, translating this understanding into campaigns that spoke directly to the nation’s diverse consumers. His work fundamentally changed how Indian advertisers approached brand communication, proving that authenticity, humor, and cultural rootedness could be infinitely more powerful than slick, imported advertising formulas.
Iconic Campaigns That Defined A Nation
Piyush Pandey’s fingerprints are indelibly marked on Indian popular culture through his legendary advertising campaigns. His work for Fevicol, particularly the iconic “Egg” film and the slogan “Jod Ke Rakhe Hamesha” (Holds Things Together Forever), became cultural touchstones that transcended mere advertising. Similarly, his Cadbury campaigns, especially “Kuch Khaas Hai” (Something Special), captured the emotional moments that define Indian family life with remarkable authenticity and warmth. His Asian Paints work, including “Har Khushi Mein Rang Laaye” (Bringing Color to Every Joy), exemplified his ability to connect products to the deeper emotional fabric of consumers’ lives.
Beyond commercial campaigns, Pandey co-created “Mile Sur Mera Tumhara,” the iconic national integration song that became a cultural anthem for unity in diversity. This song, featuring India’s greatest music talents, represented the pinnacle of his ability to transcend advertising and create genuine cultural moments. His creative philosophy—that advertising should humanize brands rather than mechanically promote them—revolutionized how Indian companies understood their relationship with consumers. Each campaign bore his signature: slice-of-life storytelling, colloquial humor, emotional authenticity, and an instinctive understanding of what made India tick.
Industry Recognition and National Honors
Throughout his illustrious career, Piyush Pandey received unprecedented recognition for his contributions to advertising. In 2004, he became the first Asian to serve as jury president at the Cannes Lions International Festival of Creativity, the advertising world’s most prestigious recognition. This historic achievement underscored the global significance of his creative vision and the universal appeal of his approach to storytelling. The Cannes honor validated what Indian audiences already knew: that Pandey’s campaigns transcended national boundaries in their emotional power and creative sophistication.
In 2012, Pandey received the CLIO Lifetime Achievement Award, recognizing his enduring influence on the advertising industry worldwide. However, his most significant recognition came when he received the Padma Shri, India’s fourth-highest civilian honor, becoming the first figure from Indian advertising to receive the national distinction. This honor underscored his impact beyond the commercial sphere—his work was recognized as having contributed significantly to Indian culture and national identity. These accolades represented not merely professional achievement but recognition of his role in shaping how India understood and communicated with itself.
Tributes Pour In from Bollywood and Beyond
Following news of Pandey’s passing, an outpouring of tributes flooded social media from across the Indian entertainment, business, and cultural landscape. Megastar Amitabh Bachchan, who had collaborated with Pandey on polio vaccine campaigns, Gujarat tourism promotions, and chocolate commercials over decades, expressed his grief on his personal blog: “A creative genius… a most amiable friend, and guide… has left us… No words to express our grief… Piyush Pandey passed away this morning. The creative works left behind by him shall ever be an eternal emblem of his immeasurable creativity.”
Actor and politician Smriti Irani shared an emotional tribute on X, stating: “Piyush Pandey wasn’t just an ad man—he was one of India’s finest storytellers. He taught us that emotion is the truest language of creativity. His words made brands human, and ideas immortal. Farewell to a legend who made us feel, think, and smile.” Filmmaker Hansal Mehta captured the sentiment of the advertising industry with his poignant observation: “Fevicol ka jod toot gaya. The ad world lost its glue today. Go well, Piyush Pandey.”
Anand Mahindra, the renowned businessman and philanthropist, shared a deeply personal memory: “Yes, he was a man who left gigantic footprints on the ad industry… But what I will remember most is not the campaigns he crafted or the brands he built, but his hearty laugh and his irrepressible zest for life. He reminded us that even in the serious business of persuasion, joy and humanity must never be forgotten.” These tributes collectively captured how Pandey had transcended his professional role to become a beloved figure across Indian society.
Shah Rukh Khan’s Upcoming Projects and Creative Pursuits
While Shah Rukh Khan mourns the loss of his longtime collaborator, the superstar continues his work in the entertainment industry with several exciting projects in development. Khan, who has successfully navigated his career comeback following the box office struggles of earlier projects, is currently focused on multiple film ventures that showcase his evolution as an actor and his commitment to diverse storytelling. The actor, who returned to the screen with critically acclaimed performances in 2023 and 2024, is exploring narratives that balance commercial appeal with artistic depth—a philosophy that resonates deeply with the creative approach that made him appreciate Piyush Pandey’s work.
In the coming months, fans can anticipate SRK’s involvement in projects spanning different genres and themes. Known for his meticulous project selection and collaborative spirit with filmmakers, Khan continues to prioritize meaningful cinema that resonates with audiences while pushing creative boundaries. His commitment to quality storytelling mirrors the values that defined Piyush Pandey’s legendary career—authenticity, emotional resonance, and a deep understanding of what connects with audiences on a profound level. As Khan moves forward with his professional endeavors, the legacy of working with visionaries like Pandey will undoubtedly continue to influence his artistic choices and creative collaborations in the years to come.
Pandey’s Personal Life and Final Days
Piyush Pandey, who was born on June 14, 1951, maintained an intensely private personal life despite his towering professional presence. He was married to Nita Pandey and had no children, though his on-screen family—the cast and crew of countless advertising projects—became his extended creative family. His sister, acclaimed singer-actor Ila Arun, revealed the circumstances of his final days and cause of death. According to Ila, Piyush had been admitted to the ICU and was battling pneumonia complications. He passed away peacefully at 5:50 AM on Friday morning, October 24, 2025, after the infection he had been fighting took a serious turn.
According to accounts from those close to him, just weeks before his passing, Pandey was honored with a special video tribute on his 70th birthday on September 5, 2025. The video featured his niece Ishitta Arun and her husband Dhruv performing the national integration song “Mile Sur Mera Tumhara,” creating a poignant moment where his words were sung back to him. Ishitta later recounted that Pandey laughed and wept tears of joy watching the tribute, deeply moved by the gesture. This final birthday celebration became particularly poignant in retrospect, as it represented a beautiful full-circle moment for a man whose life’s work had been devoted to creating such emotional connections through creative storytelling.
Funeral and Final Goodbye
Piyush Pandey’s funeral was held on Saturday, October 25, 2025, at 11:00 AM at Shivaji Park Crematorium in Mumbai. The event became a gathering place for advertising luminaries, Bollywood celebrities, business leaders, and public figures who came to pay their final respects. Notably, Amitabh Bachchan and his son Abhishek Bachchan attended the funeral to honor their longtime creative collaborator. Pandey’s sister Ila Arun was visibly grief-stricken, capturing on video the profound loss her family was experiencing.
In a touching tribute, the advertising world paid its respects through unexpected channels. Amul, the iconic Indian dairy brand known for its topical and witty advertising, shared a special commemorative doodle on its Instagram handle. The post featured the line “Inka sur sabse mila” (His voice merged with everyone’s), a poignant reference to “Mile Sur Mera Tumhara” and Pandey’s profound influence on Indian advertising culture. The gesture resonated deeply with industry peers and admirers, demonstrating how thoroughly Pandey’s influence had woven itself into the fabric of Indian brand communication and popular culture.
Remembering the Man Behind the Magic
Beyond his unprecedented professional achievements, colleagues consistently emphasized Piyush Pandey’s personal warmth and genuine humanity. Those who worked with him spoke of his distinctive booming laugh, his trademark mustache, and his irrepressible enthusiasm for storytelling. Actor Gajraj Rao described him as “the Sam Manekshaw of Indian Advertising,” a military general who stood in the front row of every creative battle, understanding Indian society with remarkable depth and wisdom. Filmmaker Kunal Kohli, who collaborated with Pandey on creative projects, shared an emotional memory: “Can’t believe I’m writing this… Can’t believe I won’t hear you call me ‘Kunu Baba’ one more time. Love you Sats.”
What emerged from the countless tributes was a portrait of a man who was simultaneously a professional genius and a deeply beloved human being. Pandey’s legacy extends far beyond his award-winning campaigns or his industry accolades. He fundamentally changed how India saw itself—not through the lens of Western consumer culture, but through the authentic voices, humor, and emotional truth of the nation’s own people. He proved that respecting and celebrating local culture could be infinitely more powerful than importing foreign aesthetics. In doing so, he didn’t just revolutionize advertising; he contributed profoundly to Indian cultural identity and national confidence. As Shah Rukh Khan eloquently captured in his tribute, working with Piyush Pandey was an honor—and his pure magic will be remembered for generations to come.