“Fevicol Ka Jod Toot Gaya”: Hansal Mehta Pays Tribute to Advertising Icon Piyush Pandey

Filmmaker Hansal Mehta paid an emotional tribute to advertising legend Piyush Pandey, who passed away on Thursday at the age of 70. Taking to X, Mehta wrote, “Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey.” His words beautifully summed up the grief of an industry that Pandey helped shape and strengthen over four remarkable decades.

 

A true pioneer, Piyush Pandey transformed Indian advertising by giving it a distinct, local voice that connected deeply with people. As the Executive Chairman of Ogilvy India, he crafted campaigns that became part of India’s cultural memory — from Fevicol’s iconic ads to Cadbury’s “Kuch Khaas Hai” and Asian Paints’ “Har Khushi Mein Rang Laaye.”

 

Pandey’s genius lay in his ability to find emotion and humor in everyday life, making brands feel human and relatable. His storytelling didn’t just sell products — it reflected India’s identity, quirks, and optimism.

 

As tributes continue to pour in from across the creative world, Hansal Mehta’s simple yet powerful line captures the collective sentiment: the bond that Piyush Pandey built with audiences — much like Fevicol’s legendary glue — will remain unbreakable.

 

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