Union Minister Piyush Goyal has revealed that acclaimed advertising legend Piyush Pandey was the creative mind behind the 2014 election slogan “Abki Baar Modi Sarkar.” Speaking at an event titled “Celebrating Piyush,” Goyal has shared the story of how the now-iconic line came to life and what persuaded Pandey to take up the project.
Goyal has said that Pandey initially declined to work on the campaign, stating that he did not take up political advertising. “I sat with him for seven hours, but he kept saying no,” Goyal has recalled. “The next morning, he called me and said, ‘Yeh desh ki zaroorat hai.’ He normally never did political campaigns, but he took this one up as a responsibility for the country.”
According to Goyal, Pandey’s decision to step into the political space stemmed from his belief that it was the need of the hour. The outcome, he noted, has turned out to be historic, as the four-word slogan has become one of the most memorable political phrases in India’s modern history.
Goyal has also spoken about Pandey’s modest nature, noting that even though many later tried to take credit for the slogan, Pandey himself never did. “Others claimed to have written it, but he never said a word. That was his humility,” Goyal has said.
Praising Pandey’s knack for simple yet impactful messaging, Goyal has described the slogan as a “masterclass in mass communication.” He has remarked, “He could connect with the common man, brief, simple, to the point. A very big message in just four words.”
The minister has highlighted that the slogan’s strength came from its clarity and relatability, a reflection of Pandey’s deep understanding of the Indian psyche. “Among the biggest lessons I learned from him,” Goyal has added, “was to think in Hindi if you want to connect with the people of India.”
A veteran of Indian advertising, Piyush Pandey has long been celebrated for his ability to blend creativity with cultural resonance. Goyal’s tribute at the event has underscored this very quality, how Pandey’s straightforward and powerful ideas could speak to millions and even shape national discourse.
The slogan “Abki Baar Modi Sarkar” has since become a defining phrase of the 2014 general election, echoing across speeches, campaigns, and everyday conversations, a testament to Pandey’s enduring communication brilliance.
