{"id":20441,"date":"2025-10-24T05:57:18","date_gmt":"2025-10-24T05:57:18","guid":{"rendered":"https:\/\/tezgyan.com\/index.php\/2025\/10\/24\/piyush-pandey-passes-away-at-70-the-man-behind-iconic-ab-ki-baar-modi-sarkar-slogan-india-news\/"},"modified":"2025-10-24T05:57:18","modified_gmt":"2025-10-24T05:57:18","slug":"piyush-pandey-passes-away-at-70-the-man-behind-iconic-ab-ki-baar-modi-sarkar-slogan-india-news","status":"publish","type":"post","link":"https:\/\/tezgyan.com\/index.php\/2025\/10\/24\/piyush-pandey-passes-away-at-70-the-man-behind-iconic-ab-ki-baar-modi-sarkar-slogan-india-news\/","title":{"rendered":"Piyush Pandey Passes Away At 70: The Man Behind Iconic ‘Ab Ki Baar Modi Sarkar\u2019 Slogan | India News"},"content":{"rendered":"


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Renowned adman Piyush Pandey initially remained tightlipped about his involvement in the \u2018Abb Ki Baar, Modi Sarkaar\u2019 slogan framing.<\/h2>\n
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Pandey, who died at 70, crafted the \u2018Ab Ki Baar, Modi Sarkar\u2019 slogan that became central to BJP\u2019s 2014 campaign and a turning point in Indian political advertising. (IMAGE: X\/Piyush Goyal)<\/p>\n<\/figure>\n

Renowned adman Piyush Pandey, who passed away on Friday at the age of 70, was also the creative mind behind the iconic 2014 election slogan \u201cAb Ki Baar, Modi Sarkar,” a line that became inseparable from Prime Minister Narendra Modi\u2019s rise and the Bharatiya Janata Party\u2019s historic win that year.<\/p>\n

Pandey, along with filmmaker Shoojit Sircar and animation expert Manish Sherawat, created a series of 20-second animated shorts and mini clips featuring Modi and the now-famous slogan.<\/p>\n

\u201cI needed someone who could keep things confidential and who was also highly creative. Manish and I worked as a two-man team \u2013 I would write the script and Manish would make the storyboard,” Pandey had said in a conversation with author NP Ullekh, as quoted in his book War Room: The People, Tactics and Technology Behind Narendra Modi\u2019s 2014 Win<\/em>.<\/p>\n

\u201cThe audience was very different \u2013 young, energetic, and glued to cricket when these ads were to air. I told the BJP guys I wanted to make an animation film. We would use satire; we would be inspired by cartoonists of the world,” he said.<\/p>\n

Pandey created 17 such animated shorts. The first one featured the line: \u201cBina captain ke team karegi haar \/ Isliye ab ki baar, Modi sarkar<\/em>.”<\/p>\n

Pandey often described Modi as \u201can adman\u2019s delight.” Speaking to Scroll, he said, \u201cHe is a doer, as evident from his own rallies in the first part of the campaign. He is a person with tremendous energy \u2013 would anyone doubt that? He travelled like a maniac; it was insane to see his schedule.”<\/p>\n

One of the most recognisable figures in Indian advertising, Pandey still deflected personal credit. He saw himself as part of a larger creative team, not its star. \u201cA Brian Lara can\u2019t win for the West Indies alone,” he once said. \u201cThen who am I?”<\/p>\n

The man who changed the language and imagination of Indian advertising, Pandey shaped how brands spoke to Indians. His campaigns for Fevicol, Cadbury (\u201cKuch Khaas Hai”), Asian Paints (\u201cHar Khushi Mein Rang Laaye”) and Hutch became part of everyday life.<\/p>\n

He joined Ogilvy in 1982 after brief stints as a cricketer, tea taster, and construction worker. At 27, he entered an ad world dominated by English \u2013 and gave it an unmistakably Indian soul.<\/p>\n

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\"Shankhyaneel<\/figure>\n

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Shankhyaneel Sarkar<\/a><\/p>\n

Shankhyaneel Sarkar is a Chief Sub-Editor at News18. He covers international affairs, where he focuses on breaking news to in-depth analyses. He has over seven years of experience during which he has covered se…Read More<\/span><\/p>\n<\/div>\n<\/div>\n

Shankhyaneel Sarkar is a Chief Sub-Editor at News18. He covers international affairs, where he focuses on breaking news to in-depth analyses. He has over seven years of experience during which he has covered se… Read More<\/span><\/p>\n<\/div>\n<\/div>\n

First Published:<\/span><\/p>\n
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October 24, 2025, 11:24 IST<\/p>\n<\/div>\n<\/div>\n

News<\/a> india<\/a> Piyush Pandey Passes Away At 70: The Man Behind Iconic ‘Ab Ki Baar Modi Sarkar\u2019 Slogan<\/span><\/div>\n
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Last Updated:October 24, 2025, 11:25 IST Renowned adman Piyush Pandey initially remained tightlipped about his involvement in the \u2018Abb Ki Baar, Modi Sarkaar\u2019 slogan framing. Pandey, who died at 70, crafted the \u2018Ab Ki Baar, Modi Sarkar\u2019 slogan that became central to BJP\u2019s 2014 campaign and a turning point in Indian political advertising. (IMAGE: X\/Piyush…<\/p>\n","protected":false},"author":1,"featured_media":20442,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-20441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle"],"_links":{"self":[{"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/posts\/20441","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/comments?post=20441"}],"version-history":[{"count":0,"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/posts\/20441\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/media\/20442"}],"wp:attachment":[{"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/media?parent=20441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/categories?post=20441"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tezgyan.com\/index.php\/wp-json\/wp\/v2\/tags?post=20441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}