Veteran singer and actress Ila Arun shared an emotional tribute on Friday, mourning the loss of her brother and advertising legend Piyush Pandey, who passed away earlier that morning at the age of 70. Posting a touching photograph of herself performing a traditional tilak ritual on him, Ila wrote, “Dear loved ones, with a devastated, heartbroken, and lifeless spirit, I am writing to inform you that we have lost our dearest and greatest brother, Piyush Pandey, this morning.”
The post struck a chord across the nation, reflecting the immense affection and respect the Pandey family commands in India’s creative world. Piyush Pandey, one of the most celebrated names in advertising, was a Padma Shri awardee and a force behind some of India’s most memorable campaigns — from Fevicol’s “Dum Laga Ke Haisha” to Cadbury’s “Kuch Khaas Hai”. Over a 40-year career with Ogilvy India, he redefined Indian advertising by making it rooted, witty, and emotionally resonant.
Born in Jaipur, Piyush came from a family steeped in art and creativity. His sister Ila Arun carved her own path as a powerhouse performer in Indian music and cinema, while his brother Prasoon Pandey is an acclaimed ad filmmaker. Their mother, Bhagwati Pandey, nurtured a household where music, storytelling, and imagination thrived. Ila herself, married to Arun Bajpayi, is also the mother of actress Ishitta Arun.
The loss of Piyush Pandey has left a deep void not only in the advertising industry but also in India’s cultural fabric. Through her words and ritual, Ila Arun captured the grief of a sister bidding farewell to her brother — a man who glued together ideas, people, and hearts through the sheer power of his creativity.
As messages of condolence pour in from across the country, one thing is certain: the Pandey family’s creative legacy will continue to inspire generations — and the world Piyush helped imagine will remain indelibly marked by his voice, his vision, and his unforgettable warmth.