Creative media mogul Eric Ndavi.

The local creative industry is mourning the death of one of its pioneers, Eric Ndavi who lost his battle to cancer.

The creative media mogul's condition deteriorated while receiving treatment at a local hospital that saw him transferred into the Intensive Care Unit. He had been battling cancer of the esophagus.

His family and friends had earlier organised a fundraising event dubbed 'Pass the Beat' to help settle the accruing hospital bill.

His twin brother, Dennis Ndavi announced his passing on social media, stating, 'Hi fam, my brother Eric passed on this morning at 10am. May he RIP. Funeral details to follow shortly. Thanks for your love, prayers, and support.'

Ero, as many in his circle called him, has been described by most of those he worked with, as a legend who re-wrote the creative art of writing and helped raise the bar in advertising and media.

Media personalities expressed their shock and condoned with his family. Here is a look at what some had to say.

Roy Karuhize - Thank you Eric for filing Kenya's radio, billboards, screens, and digital channels with fun and our lives with even more.

Collo - Just received news that you are gone to be with the Lord. You will be missed and we celebrate your life. RIP Eric.

Pinky Ghelani - Our prayers are with your family. Rest easy Eric.

Edward Kwach - Emotions are overwhelming. You are my brother, my sanity, my voice of reason. I will carry you with me always Eric... Your race is done.

Patricia Amira - May God comfort the family. I hold you all in prayer and light.

Teddy Muthusi - I do not know where to start. Rest, well bro.

Edgar Kwach - Thank you for all the guidance and friendship.

Larry Asego - You were one creative chap. Go easy. See you when we do.

Lizz Njaga - Gone way too soon. Rest in Peace Eric.