Piyush Pandey, the advertising legend whose form of storytelling captured the soul of colloquial India through everyday language, passed into the ages on October 24.
For many, he was a genius, whose mind brimmed with unusual creativity. For others, he was teacher, mentor and perhaps even a reason to enter the world of advertising.
Suprotim Gupta highlights some of Piyush Pandey's iconic ads that cemented his magnificent legacy.
Vodafone
Who can forget these ads playing in between cricket matches?
The pugs represented loyalty and strong connection while the cuddly ZooZoos cheerfully promoted Vodafone's value-added services.
Ab Ki Baar, Modi Sarkar
Narendra Modi knew the issues, Piyush Pandey knew the language.
Thus was born a slogan, which one saw and heard everywhere, so much so that it became almost an anthem.
The recall value of the line and the campaign played its part in Modi getting elected.
Fevicol Ka Jod
If Fevicol has imprinted in our minds how effective and strong their adhesives are, it's mostly thanks to Piyush.
His idea of humorously blending human behaviour and unbreakable bonds worked like a charm. And continues to do so.
Cadbury
Piyush's Kuch Khaas Hai campaign ensured that Cadbury became synonymous not just with sweets but also celebrations.
The next time you send out Season's Greetings with a packet of Cadbury Celebrations, remember who got you there!
Polio
The Do Boond Zindagi Ke campaign played a major part in allaying the fears Indian parents had about the polio vaccination.
Bell Bajao
A campaign rolled out by the human rights organisation Breakthrough in 2008 to bring attention to the problem of domestic violence.
Piyush's catchphrase urged citizens to stop being bystanders and take action against an ugly social reality.
Asian Paints
The Har Ghar Kuch Keheta Hai campaign truly showcased his storytelling prowess.
Instead of relying on persuasion, he created a campaign that tapped into the emotional bond Indians have for their homes.
It expanded the concept of a home as being something more than just walls and colours, of it being a shrine to shared memories.
Mile Sur Mera Tumhara
By writing the lyrics, Piyush demonstrated how his talent lay beyond just account management and ideation.
It made Indians proud of their heritage and diversity. Literally every '90s kid knew the words to the song.
Hamara Bajaj
Hamara Bajaj captured the aspirations of India's middle class, made Bajaj scooters a symbol of self-reliance, establishing it as a homegrown brand that promised mobility and modern tech.
Google
This ad tells the story of two friends -- one living in India and the other in Pakistan -- separated during Partition and reunited years later through Google Search.