India, Oct. 24 -- Piyush Pandey, the creative genius who gave Indian advertising its distinct voice and soul, passed away at the age of 70 on Thursday. He had reportedly been in a coma for around a month. For over four decades, Pandey stood as the face of Ogilvy India-and of Indian advertising itself.

Piyush earned the titles 'voice of Indian advertising' and 'father of Indian advertising' through iconic campaigns that have left an everlasting impression on the nation's consciousness. Mile Sur Mera Tumhara (1988), which he wrote, was one of his earliest creations to leave an indelible mark on India's collective memory.

When the government launched the Pulse Polio campaign, Piyush created the now-iconic slogan Do Boond Zindagi Ki, with A...