Advertising legend late Piyush Pandey was on Monday conferred with the Padma Bhushan award posthumously. Piyush Pandey was 70 when he passed away last year on October 23 due to health issues.

President Droupadi Murmu presented the award to Piyush Pandey’s wife Neeta Joshi at Civil Investiture Ceremony – I at the Rashtrapati Bhawan yesterday.

As per a release, Padma Bhushan was awarded to Piyush Pandey for his transformative and decades-long contribution to Indian advertising and creative communication.

Pandey entered the advertising field in 1982 with Ogilvy & Mather (now called Ogilvy India). He started working in the field as trainee account executive but later shifted to the creative side.

Pandey is credited with transforming the Indian advertising through many of his campaigns, including Asian Paints’ ‘Har Khushi mein rang laaye’, Cadbury’s ‘Kuch khaas hai’, and Fevicol ads including the iconic ‘Egg’ campaign.

Pandey brought laurels to the nation when in 2004, he became the first Asian to be appointed as jury president for the Cannes Lions International Festival of Creativity.

For his creativity and achievements, Pandey during his career received many other recognitions as well, including CLIO Lifetime Achievement Award (2012) and the Padma Shri.

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In India, nobody asks for adhesive. They ask for Fevicol. That kind of brand recall takes decades to build, and brilliant advertising to sustain.

Through advertising brilliance, Pidilite Industries has managed to establish Fevicol as the product to trust: by students, by carpenters, and by everyday Indian.

Much of that credit belongs to Ogilvy and adman Piyush Pandey, who have created many memorable ads for the Fevicol brand. Remember the bus packed so full that passengers rode sitting on the roof but no one fell despite the vehicle being on a bumpy rural road. That was the brilliance which the creative brain of Piyush Pandey and the adhesive brand managed to co-create.

Pandey passed away last year but he left behind a final script that has now come to life with Fevicol’s latest ad campaign – ‘Kursi Pe Nazar’.

The theme of the campaign is the evergreen kursi (chair).

https://www.youtube.com/watch?v=3mJ2lZmomPg

Kursi in India doesn’t only mean a piece of furniture; it refers to the throne, the seat of the all-powerful – not just in government corridors but also offices, institutions, homes, schools and just about everywhere.

It’s a human tendency to eye growth and for those in jobs, their eyes are set on the next promotion. The goal is the all-powerful kursi.

It could be a manager’s chair for the worker, CEO’s kursi for the faithful, CM’s chair for a long-time MLA, or the PM’s chair for the popular political leader.

Aspiration in India has always had a shape, and that shape is a seat/chair/kursi. The ad beautifully reflects that desire: the goals we set for ourselves at our workplaces, the destinations reflected in coveted chairs.

The ad film captures this by showing a junior school teacher eyeing her principal’s chair (position), a junior police officer keeping his eyes on the senior cop’s chair, a carpenter eyeing his boss’s kursi, and more.

The jingle carries it forward with the kind of ease that only looks simple.

The craft with which the ad has been filmed, the everyday examples used, the narrative and the jingle – all come together to build another masterpiece in Indian advertising.

This one carries that same signature, and the extra weight of being a final word from the man who built it.

The kursi Pandey occupied in Indian advertising remains, for now, unchallenged.

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