Usha Bhandarkar, the pioneering advertising veteran whose work has shaped the voice of modern Indian marketing, has passed away at the age of 82, leaving behind a legacy that spans iconic campaigns, leadership roles, and mentorship across the industry.
Bhandarkar has been recognised as one of the most influential creative minds in Indian advertising, having played a central role in crafting and guiding campaigns for major consumer brands such as Surf, Liril, Lifebuoy and Rexona. Her work has helped define how brands communicate with Indian consumers, particularly in the fast-moving consumer goods (FMCG) sector.
One of her most enduring contributions has been the creation of the iconic “Lalitaji” character for Surf detergent in 1984- a strong, modern housewife persona that connected deeply with middle-class Indian audiences and became a cultural touchstone in advertising.Across languages and regions, that campaign has remained a milestone in Indian advertising history, embodying creative insight and brand relevance.
During her celebrated career, Bhandarkar has held senior creative and leadership positions at some of the country’s most respected agencies, including Lintas, Ogilvy and HTA, where she has guided strategy and creative teams with strategic clarity and imaginative insight. She has been widely admired for her ability to nurture young talent, with many industry peers and protégés crediting her mentorship as foundational to their professional journeys.
As the advertising community mourns the loss of a trailblazer, Bhandarkar’s work has continued to influence contemporary brand storytelling, reinforcing her enduring impact on the craft and business of marketing in India.
