Celebrating the Work and Life of Indian Ad Pioneer Usha Bhandarkar

Revered for helping define modern Indian advertising, Usha Bhandarkar has passed away at the age of 81, marking the end of an era for a generation of marketers who grew up with the campaigns she crafted.

One of the first women to break through the Indian industry’s glass ceiling, Usha built a distinguished career across top agencies including Lintas, Ogilvy, and HTA. She played a pivotal role in shaping the identities of some of India’s most iconic consumer brands such as Liril, Lifebuoy, Rexona and Surf, for who she created Lalitaji, a strong, relatable female protagonist that resonated deeply with audiences and marked a cultural shift for the brand.

Those who knew her remember Usha not just for her creative acumen but also for her leadership and mentorship. In an industry long dominated by men, she stood out for her quiet authority, generosity, and ability to nurture talent.

Krishna Iyer, business head at Lintas Live and director of marketing at MullenLowe Lintas Group, shares his fondest memories: "In one’s lifetime, you get rare chances to work with legends. I must admit, perhaps a little proudly, that I was fortunate to have such an opportunity with Usha Bhandarkar.

"Usha moved across categories with the quiet assurance of someone who understood both precision and scale. Whether it was the exact science that goes into a toothpaste or the complex, high-stakes world of an oil company. Her thinking was always calibrated, measured, balanced, and had ideas that are built to last."

Krishna remembers spending time with Usha at the Hindustan Lever Research Centre, "not as a visitor ticking a box, but as a learner who was investing in understanding the science behind toothpaste, the ingredients, the claims, and what truly made a difference in a consumer’s life. And with equal seriousness, she would deep-dive into why a consumer chose a lubricant, what trust meant at a fuel station, and how reassurance, habit, and lived experience shaped their buying decisions."

He says, "For Usha, no insight was too small if it helped her get closer to the consumer. I waited to attend every client interaction which was a masterclass in clarity. She was soft-spoken, almost gentle in delivery, yet every word carried a firmness that made people pause and listen. Whether her point was backed by extensive research or drawn from a simple life observation, it was always informed by firsthand knowledge. Clients didn’t feel spoken to; they felt guided.

"She had this rare ability to truly hear people and in return, to have them hear her with rapt attention. There was never a need for theatrics. Her presence alone commanded respect. And then there was that unmistakable moment, when her spectacles slid just below her eyes, still resting on her face. That was the sign. She was fully immersed, absorbing every document, every nuance, every unspoken implication. You knew, in that instant, that she was thinking deeply and that her response would matter.

"For those of us who had the privilege of working with her, she will always be more than a legend. She will remain a quiet benchmark and a lasting influence, long after the conversations have ended."