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Amitabh Kant, former CEO of NITI Aayog, described Pandey as a unique talent who “captured the heart and soul of India.” Kant said that before Pandey entered the world of advertising, campaigns were dominated by English thinking and nuanced English. “When he came in, he turned it upside down, and he never copied the West,” Kant said. He said that Pandey relied on instinct rather than research, a quality that made him a creative genius. Pandey also taught Kant the KISS principle – “Keep it simple and silly” – a philosophy that shifted advertising from English to deep Indian.
Shereen Bhan, managing editor of CNBC-TV18, recalled Pandey’s generosity and his ability to make people feel valued. They said, “He made you feel like you were the only person in the room. He made you feel special, seen and valued.” Bhan said Pandey often called him “partner” or “champion” and would call him early in the morning to share his ideas. He said his storytelling was rooted in Indian culture, which made his campaigns timeless and deeply connected with the audience.
Pandey’s childhood friend, former cricketer Arun Lal, considered the man behind the advertisements. Lal said that despite his enormous achievements, Pandey’s ambition was not success but satisfaction. Lal said, “His number one passion was family and friends. He loved his family and his heart beat for them as much as it did for India and Indian advertising.” He said that Pandey’s emotional and generous nature defines his relationships on and off the field.
Advertising veteran KV Sridhar, who knew Pandey for over four decades, described him as a person who had no agenda other than living life to the fullest. “Ideas don’t come from books. They come from your life,” Sridhar said, echoing Pandey’s philosophy that real-life experiences were the source of his creative insights. Sridhar said Pandey’s honesty, integrity and simplicity inspired not just one but several generations of advertisers, and also instilled pride in India’s culture.
Pandey’s work extended beyond selling products; He created campaigns that became part of the cultural fabric of India. From “Fevicol Jodh” to “Cadbury – Kuch Khaas Hai”, their advertisements resonated with millions of people. As a wicketkeeper-batsman who represented Rajasthan in Ranji cricket, he brought an authentic understanding of Indian society to his craft, basing his creative work on real-life experiences and values.
His campaigns for tours including Incredible India, Madhya Pradesh, Gujarat and Rajasthan showcase his ability to connect audiences with the soul of India. Kant said that Pandey “captured the heart, soul, essence of India” and infused every campaign with authenticity, drama and a distinctly Indian flavour.
Pandey’s impact will be remembered for generations. He not only shaped the Indian advertising industry but also inspired people to embrace the creativity, culture and human stories behind every brand.
Watch the attached video for the full discussion.