Election Ad.
Behind the slogan that changed Indian politics! Piyush Goyal recounts how ad genius Piyush Pandey created BJP's historic 'Abki Baar Modi Sarkar' slogan
Mumbai/IBNS: Union Minister Piyush Goyal has recollected how late advertising legend Piyush Pandey had come up with the punchline 'Abki Baar Modi Sarkar' that helped the Bharatiya Janata Party (BJP) to win the 2014 Lok Sabha poll campaign with a landslide majority.
The slogan which in English loosely means 'Vote for Modi to form the government this time' went viral in the pre-digital age among the followers and political enthusiasts way back in 2014 when now Prime Minister Narendra Modi was an aspirant for the top job.
Addressing the 'Celebrating Piyush' event, Goyal recollected how Pandey came up with the campaign punchline that changed the political landscape of the country.
Goyal said, "He just flatly refused. Days of moving him, trying to persuade him didn't yield any results. I finally landed up at his Shivaji Park home. On one evening, I sat with him for six-seven hours and persuaded him and refused to leave his home. But he still said 'no'. I went back disappointed. I think he was also understanding that I'm very unhappy. The next day early in the morning, he calls me and says 'Partner, I gave it a lot of thought. I will do it. Yeh desh ki zaroorat hai'."
"He would never normally do political campaigns but this one he took as a responsibility for the country. And my wife and I will never ever forget the days and nights we spent together in Delhi... And I still remember the Eureka moment when he came up with 'Abki Baar Modi Sarkar'," the Union Minister of Commerce and Industry added.
Pandey, who is celebrated for the iconic Fevicol, Cadbury ads, died at the age of 70 last month.
Known for creating a revolution in the Indian advertising world, Pandey was suffering from infection.
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 and 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.
Starting January 2024, Piyush Pandey transitioned from his full-time leadership role at Ogilvy India to a more strategic position as Chief Advisor for the agency.
Pandey also ventured into films to play small roles in John Abraham starrer Madras and Shah Rukh Khan's Happy New Year.
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