Halla Bol, Piyush – the man who made India speak in its own voice

It is with deep regret that we share the passing of Mr. Piyush Pandey, a dear friend, a creative force, and a long-time supporter of the Rajasthan Royals.

I first met Piyush in Kolkata in the 1970s, when he moved from Delhi. He was in the tea world with TM & MC, and in those days I was travelling a lot. I remember bumping into him whenever I returned from my trips to Kolkata.

Soon we were meeting regularly at the Calcutta Cricket & Football Club. He had a close friend in Arun Lal, and Piyush loved his cricket. Most weekends, he was in serious games. He told me about captaining the Rajasthan U-22 side in his younger days.

Even 50 years ago, he was the same person India came to love: warm, curious, generous with his time, and endlessly alive to possibility.

Those who were close to Piyush knew he had a method behind the madness. He often said the best education you can get is from people. Watch people, listen to them, and look at their reactions. Maybe that is why he understood the Indian consumer so well. After all, he was one himself; humble, grounded, and known for his wit and humour.
Cricket was central to his life, like advertising. In 2008, when he brought Halla Bol to us, we knew he was presenting more than a jingle or a campaign. He was giving us an identity. That is what genius marketers do.

I remember him tapping the table and saying this should move a million Rajasthani fans. He was a proud Rajasthani himself (you could see that in the powerful moustache he carried), and that echoed in the words he chose for our anthem. He believed in speaking to fans in their own language.

Dholbajake
Muchhghumake
Paghadi bandha ke
Shor machake
Tilak lagake
Baah chaadhake
Zor dikhaneaaye hum
We played an early cut in a small room. By the second chorus, we could close our eyes and hear a packed stadium roar “Halla Bol.” That day, he handed a young team its heartbeat.

Piyush’s imprint went beyond cricket. He helped shape the Royal Rajasthan Foundation’s voice, including “Aurat Hai Toh Bharat Hai,” a line that still guides our work and pushes us to do more. He nudged us to stand for something real, and to do it with courage and kindness.

When we returned to the IPL in 2018, there was no doubt about reaching out to Piyush for our messaging. He grew up in Jaipur and knew the pulse of a Rajasthani fan. The spirit he created a decade earlier became our bridge back to our people. That familiar rallying cry reconnected players and fans. Every time you watch that video, it feels like coming home.

He also spent time with the returning Royals and said a few lines I can still hear:
“You have made it here because of your performance. This is a great team with a great captain like Ajinkya Rahane and a legendary mentor like Shane Warne. Make the most of your time learning from them. Comebacks are tough and challenging. All we need to do is prepare well.

It is the same as we do in our job of advertising. If we do not prepare well, we will not be able to deliver the right product. Teamwork is crucial.”

He was an original: fearless, unconventional, and deeply human. People sometimes wondered about his unpredictable methods because of his out-of-the-box thinking. Those who knew him saw the clarity and care beneath the mischief, and the ability to deliver. His ideas came from sincerity and love, and that is why they lasted.

Piyush believed advertising should lift you and still feel believable. Start with an incredible situation and root it in a promise you can keep. The emotion should make you feel it. The reasoning should make you trust it.

A line of his that I carry with me: “You need to involve your local people. When you are in front of a TV in an Indian household, you are talking to every single family member. From the daadis to the young children, every person should get the message.” Simple. Honest. Entirely Piyush.

I remember reading one of his quotes where he said, “I do not write for the client. I write for my consumer.”

We are grateful for his friendship, his generosity, and his unwavering support for the Royals. Piyush served on our advisory board, and we often turned to him for marketing guidance. Those gifts live with us forever.