Piyush Pandey was a remarkable painter of words and a unique gem of Jaipur

Gopendra Nath Bhatt

Piyush Pandey, considered a remarkable painter of words in the Indian advertising world and one of Jaipur's unparalleled gems, is no longer in this world. He merged into the five elements and became God's sloganeer, known as the late Pandey. According to Piyush Pandey's sister, renowned singer Ila Arun, he suffered from a respiratory illness. The late Pandey, a Padma Shri recipient, created many heart-touching, unique print and audio-visual advertisements and slogans throughout his seven-decade career. He also created the election slogan "Abki Baar Modi Sarkar" for the 2014 Lok Sabha elections. Prime Minister Narendra Modi expressed his deep sorrow over his passing and wrote on his social media account, "I will always cherish the conversations we had over the years."

I first met him at Bikaner House in New Delhi during the launch of "Jaanein Kya Dikh Jaye" (Jaane Kya Dikh jaaye ). One of his sister, Rama Pandey, was our neighbor in Chanakyapuri,New Delhi. During our acquaintance, I spoke openly about his creative vision. He said with great affection that God has sent each of us to earth to fulfill our respective roles, and that one day, by merging with God, we too will become a slogan. These words of his echo in my ears today, making me emotional.

"Jaanein Kya Dikh Jaye" was a famous advertising slogan for Rajasthan Tourism, created by Piyush Pandey during Vasundhara Raje's tenure as Chief Minister (2004–2008). This slogan was not just a tourism slogan, but a creative vision of Piyush Pandey, reflecting the soul and unseen beauty of Rajasthan. At that time, the state government launched a massive promotional campaign to promote the state's tourism. The advertising agency, Ogilvy & Mather, was tasked with creating the advertisement. Piyush Pandey was the creative head. The campaign was praised nationally and internationally, earning him numerous awards, including the "Indian Icon of Advertising."

Born in Jaipur, the Pink City, the capital of Rajasthan, and raised among nine siblings, former Ranji cricketer Piyush Pandey used to say, "Rajasthan is so diverse that you get to see something new every time. So, who knows what you might see!" While creating the slogan, we thought, "Why not make people wonder what they might see during their visit to Rajasthan?" He believed that advertising should inspire experience, not just promotion. Therefore, he presented Rajasthan as "a place to be felt, not just seen," and stated that "Jaanein Kya Dikh Jaaye" is not just a slogan, but a song and a mirror of Rajasthan's soul, which I have woven into words. This work of his is still considered a classic example of Indian tourism campaigns, where advertising became art and words became emotion. His contribution to the creation of slogans like "Do Boond Zindagi Ke" for the intensive promotion of the polio campaign in India is still remembered. From the Government of India's Incredible India campaign to Rajasthan's "Jaanein Kya Dikh Jaaye," Piyush Pandey established India's cultural soul on the international stage and gave it a new identity.

In 1982, at the age of 27, Piyush Pandey joined the Indian advertising company Ogilvy & Mather India as a client-servicing executive. Before entering the advertising industry, he worked in Kolkata as a tea taster, where he gained diverse life experiences. His initial expectations were low, but he persisted and persevered through his hard work. His first attempt was a print advertisement for Sunlight detergent, which he wrote and established his foray into advertising. Piyush Pandey, with his creative thinking and unique approach, broke new ground in the Indian advertising industry. He created memorable audiovisual advertising campaigns for many prestigious brands. Piyush Pandey also wrote the lyrics for the timeless song "Phir Mile Sur Mera Tumhara" sung by Bhimsen Joshi. His other advertising campaigns, such as the "Todo Nahi, Jodo" tagline for Fevicol, were filled with distinctive visual art. He created sweet, popular slogans like "Kuch Khaas Hai" for Cadbury Dairy Milk. Similarly, he designed the cultural campaign "Har Ghar Kuch Kehta Hai" for Asian Paints. The four-word slogan "Jaanein Kya Dikh Jaaye" combined the infinite possibilities, mysteries, culture, art, and natural beauty of Rajasthan into one line. This phrase aroused curiosity and mystique in everyone's mind, and it also aroused a desire in tourists to visit Rajasthan. The slogan said, "Come to Rajasthan, there is a new wonder at every step." This unique feeling, evoking both the mysterious and fascinating land of Rajasthan in the minds of tourists. The beauty of "Jaanein Kya Dikh Jaaye" lay in its uncertainty. It conveys that a journey isn't just about reaching the destination, but about enjoying the experiences along the way. The TV commercials and print campaigns run with this tagline showcased the Thar Desert, camel rides, folk songs and dances, forts, palaces, and the simplicity of Rajasthan's villages. This campaign elevated Rajasthan tourism to new heights, significantly increasing the number of domestic and foreign tourists. Furthermore, Rajasthan's brand image was not limited to the desert, but rather established it as a "land of culture, color, and adventure." This was considered one of India's most successful state-level tourism campaigns. The campaign also received recognition at international tourism awards and established Piyush Pandey's creativity as an "Indian Icon of Advertising." Piyush Pandey's advertising art deeply connected Indian consumer culture, transcending advertising beyond mere product sales and connecting it with stories, linguistic sensibilities, and local emotions. His style established India's indigenous advertising and visuals on the global map.

With the passing of this legendary creative genius, the Indian advertising industry has lost a visionary creator and culture-builder. Piyush Pandey's life journey illustrates how, from a humble background, determination, creative thinking, and a true commitment to Indian culture can make a global impact in advertising. His stories demonstrate that advertising was not just a sales tool, but an art of communication.