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 Friday. He was 70. Ad filmmaker Prahlad Kakkar paid tribute to him and his legacy, and said that his 'legacy will live on'. (Also read: Amitabh Bachchan pays heartfelt tribute to ad legend Piyush Pandey: 'A creative genius, a most amiable friend')

Speaking with ad agency ANI, Prahlad said, "We were the most irreverent people in advertising. We never took ourselves seriously. We never took anybody else seriously. Whenever we used to meet, we used to laugh a lot. We used to laugh at the world. We always used to do that. I'll really miss that with him because he was my partner."

He added, "He never u...