India, Oct. 24 -- Piyush Pandey, the creative visionary who gave Indian advertising its distinct voice and soul, died on Thursday. He was 70. Actor Shah Rukh Khan penned a heartfelt tribute to celebrate his 'genius' and said that working with him always felt 'effortless and fun'.

Taking to his X account, Shah Rukh shared a picture of Piyush and wrote in the caption, "Working and being around Piyush Pandey always felt effortless and fun. Was an honour being part of the pure magic he created. He carried his genius so lightly and revolutionised the ad industry in India. Rest in Peace my friend. Will miss you lots."

Several Bollywood stars and filmmakers paid tribute to the ad legend. "Fevicol ka jod toot gaya. The ad world lost its glue to...