India mourned the loss of one of its most celebrated, and arguably the most famous, advertising icons, Piyush Pandey, who passed away on Friday morning at the age of 70. Renowned for his ability to weave emotion, humour, and local culture into memorable campaigns, Pandey’s impact extended far beyond the world of advertising.

Following the news of his passing, Indian dairy giant Amul paid a touching tribute on Instagram through its signature creative. The post, featuring the line “Inka sur sabse mila,” included the caption: “Amul Topical Tribute to one of India’s advertising legends!” In the artwork, Pandey is depicted with his iconic moustache, writing on a sheet of paper, a nod to his legendary craft.

Check out the post:

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A post shared by Amul – The Taste

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