Parul Goel: A eulogy for advertising legend, Piyush Pandey
Background
Advertising icon Piyush Pandey, widely regarded as the creative force behind some of India’s most memorable campaigns, has passed away, leaving behind a legacy that transformed the landscape of Indian advertising. Known for iconic work like Cadbury Dairy Milk’s “Kuch Khaas Hai”, Fevicol’s humorous ads, and his role in shaping brand narratives with emotional depth and cultural resonance, Pandey was celebrated not just for his creativity but for his humility and mentorship.
A eulogy by Parul Goel, Territory Head Europe, CFO Europe, North America – ZEE Entertainment
Some people leave behind more than memories, they leave behind a sense of purpose, quiet strength, and belief in you that becomes part of your journey. For me, Piyush Pandey was one such person.
It all began with a simple message from my boss Punit Goenka: “Parul, please look after him, he is coming to London, he is a friend.” That was it. No long instructions. Just a line that said everything. I didn’t ask questions. I just knew, this was someone truly special.
And he was.
In the summer of 2022, I had the honour of hosting Piyush Pandey during his visit to London. But it wasn’t just about hospitality. It became something far more meaningful. I had the rare privilege of spending real time with him, not just fleeting moments, but hours over dinners, long conversations, and shared laughter. People have known him for 30-40 years or more. I knew him for just over 2-3 years.
But in those years, I got something rare, his time, his trust, his laughter, and his quiet wisdom. And that, to me, was a lifetime. Let me be honest, at first, I didn’t fully realise who he was. I didn’t know he was the mind behind Cadbury Dairy Milk’s “Kuch Khaas Hai”, Asian Paints, the Modi campaign, and so many others that shaped India’s advertising landscape. When I found out, I was stunned.
The Cadbury ad especially hit home. I’ve lived my life with that ad.
Its joy, its innocence, its celebration of small moments, it was part of my childhood, my youth, my emotional landscape. And here I was, sitting across from the man who created it.
This was a man people wait months to meet—just for a few minutes of his insight. And I was having dinner with him, laughing, talking about the world, and sharing my own journey.
I remember saying, “Sir, it’s truly an honour and thanks to PG.”
He smiled, hugged me, and said: “You are a good boy. You will rule here.”
That moment is etched in my soul. He didn’t need to say more. His presence, his belief, and those few words were enough to light a fire within me. Though I’m not from a creative background, he lit a small light inside me—a spark that made me want to do more in creating media and ad sales, to show the world that our shop is full, and we can sell your products. Others may think about it. We will do it.
Those learnings from him—his quiet confidence, his belief in storytelling—are helping me every day in ad sales. Truly indebted.
He was a great listener. I shared my challenges with him—some personal, some professional. He didn’t interrupt. He didn’t offer any instant solutions. He just listened. And then, with quiet conviction, he said: “You will be able to do it.” Even in the smallest gestures—asking for Volini, leaving chocolates behind for me, or sending a signed copy of his book—he showed a generosity of spirit that is rare. He was a legend, yes. But more than that, he was a beautiful human being.
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His passing is a loss that words can’t quite capture. But I carry his words with me. I carry his hug. I carry the laughter we shared and the belief he placed in me.
And above all, I carry the trust that Punit Goenka placed in me. His quiet confidence, entrusting me with someone so special, meant the world.
The opportunity to spend time with Piyush Pandey was a gift—one that I will always be grateful for.
Thank you, Punit ji, for that trust.
Thank you, Piyush ji, for everything.
May your soul rest in peace.
Your legacy lives on—in your words, your work, and in the hearts of all of us who had the privilege to know you.
With love, respect, and eternal gratitude,
Parul Goel
