KV Sridhar (Pops), chief creative officer, Nihilent, founder, HyperCollective, and executive trustee, Population First, paid tribute to Piyush Pandey at the Laadli Media and Advertising Awards for Gender Sensitivity, held in Mumbai on 19 November.

Calling him the 'purest form of a human being', he stated how the duo competed for 40 years.

"He never had any agenda against anyone. I have known him for more than 40 years. We never worked in a company together but fiercely competed for business, awards, talent, and recognition. We had a lot of love and affection towards each other. Not only has India lost its favourite son, but advertising also has," he said.

Calling him the biggest supporter of Laadli, as a 'Laadla', Pops said, "He was one of the best supporters of women. He was born with that sensitivity. He spoke from his heart. He has always supported women, and it came naturally. He had compassion, humanity, and understood human values. It's sad that we have lost a 'laadla'. He broke all stereotypes and gave voice to advertising and India." 

He added, "In the 1980s, when Indian advertising was completely dominated by English writers, and language never found its place, he suddenly came in and brought in vernacular languages. People who can connect with people have the ability to change behaviour, and he did so. We truly miss him, and I hope that he's laughing wherever he is. People who know him understand his laughter goes everywhere."