New Delhi, Oct. 25 -- "Arre, partner, idea suno!" On many early mornings over the years, I've been greeted with this phrase-and with Piyush's booming voice.

While having his morning chai, he would've already thought of yet another wonderful idea for one of the many brands we worked on together.

His ability to find emotion in the everyday, humour in the ordinary, and insight in the familiar was unmatched.

Across our journey from Asian Paints to Cadbury to Pidilite, Piyush brought magic to every brief, turning simple ideas into unforgettable moments. Be it Mera wala cream, Kuch meetha ho jaye, or the iconic Fevicol ka jod, what remained unchanged over the 40-plus years we worked together was his childlike enthusiasm, his passion for his ...