India, Oct. 24 -- Advertising legend Piyush Pandey, who is celebrated for the iconic Fevicol, Cadbury ads, passed away on Friday, media reports said.

He was 70.

His last rites will be held on Saturday.

Pandey was the advertising Executive, Author, and former Chief Creative Officer (Global) of Ogilvy.

He joined Ogilvy and Mather India (now Ogilvy India) in 1982.

He rose to become Executive Chairman and Creative Director (India & South Asia), and later Global Chief Creative Officer (2019-2023).

Known for giving Indian advertising a local flavor, using Hindi idioms, emotions, and cultural insight rather than Western templates.

Pandey also ventured into films to play small roles in John Abraham starrer Madras and Shah Rukh Khan's Happy...