“Inka Sur Sabse Mila”: Amul Pays Heartfelt Tribute to Advertising Legend Piyush Pandey

The Indian advertising fraternity and the nation at large are mourning the loss of Piyush Pandey, the creative titan whose work not only sold products but beautifully captured the heart and soul of modern India. The legendary adman, who served as Chief Creative Officer Worldwide and Executive Chairman of Ogilvy India for decades, passed away on Friday at the age of 70, leaving behind an indelible legacy of iconic campaigns and unforgettable storytelling.

Amidst the outpouring of tributes from political leaders, industry peers, and millions of admirers, one message resonated with particular poignancy: the heartfelt creative from the Indian dairy giant, Amul. Known for its witty and topical advertisements featuring the famous Amul Girl, the brand shared a black-and-white sketch of Pandey accompanied by the simple yet profound Hindi phrase, “Inka Sur Sabse Mila.”

The phrase, which translates to “His tune matched with everyone,” perfectly encapsulates the essence of Piyush Pandey’s genius. It was a tribute that recognized not just his professional brilliance but his rare ability to connect with India’s diverse linguistic and cultural tapestry, transcending barriers of class and geography.

A Voice for the Indian Heart

Piyush Pandey was a trailblazer who revolutionised Indian advertising during a time when the industry was heavily influenced by Western and English sensibilities. Born in Jaipur, he championed the use of Hindi and regional languages, shifting the creative narrative to reflect the authentic idioms, humour, and emotions of the common Indian.

His philosophy was clear: great advertising must speak from the heart to the heart. He believed that the most powerful stories are rooted in everyday life, a principle evident in his timeless campaigns that became a part of India’s pop culture collective memory.

Among his most celebrated works are:

• Fevicol’s quirky and resilient ads that turned glue into a metaphor for enduring connection and humour.
• Cadbury Dairy Milk’s “Kuch Khaas Hai” (Something Special) campaign, which celebrated moments of joy and broke social conventions.
• Asian Paints’ “Har Khushi Mein Rang Laaye” (Bring colour to every joy).
• Hutch/Vodafone’s endearing “You and I” campaign featuring the beloved pug.

These campaigns were not merely 30-second slots; they were snapshots of India’s evolving society, told with an unmatched level of empathy, wit, and warmth.

The Perfect Farewell from a Fellow Storyteller

Amul, a brand whose own topicality thrives on an intrinsic understanding of the Indian pulse, rarely ventures into such deep emotional territory. The “Inka Sur Sabse Mila” tribute, therefore, carried an added weight, acknowledging a shared journey in cultural storytelling. Both Amul’s topicals and Pandey’s commercials resonated because they respected and celebrated the humor, warmth, and inclusivity of the nation.

The overwhelming response to Amul’s post on social media, filled with thousands of comments calling him a “marketing maestro” and “India’s greatest ad-man,” underscored the public’s deep affection.

Piyush Pandey’s passing marks the end of an era, but his influence as a mentor, a leader, and a creative force who gave Indian advertising its authentic voice will endure. His mantra—that creativity is not about data or technology but about human empathy—remains his final, and most vital, lesson. As Amul’s heartfelt tribute suggests, his unique tune will continue to resonate across generations, ensuring that the work of Piyush Pandey will never truly fade.