With the large number of antennas and subcarriers the overhead due to pilot transmission for channel estimation can be prohibitive in wideband massive multiple-input multiple-output (MIMO) systems. This can degrade the overall spectral efficiency significantly, and as a result, curtail the potential benefits of massive MIMO. In this paper, we propose a neural network (NN)-based joint pilot design and downlink channel estimation scheme for frequency division duplex (FDD) MIMO orthogonal frequency division multiplex (OFDM) systems. The proposed NN architecture uses fully connected layers for frequency-aware pilot design, and outperforms linear minimum mean square error (LMMSE) estimation by exploiting inherent correlations in MIMO channel matrices utilizing convolutional NN layers. Our proposed NN architecture uses a non-local attention module to learn longer range correlations in the channel matrix to further improve the channel estimation performance. We also propose an effective pilot reduction technique by gradually pruning less significant neurons from the dense NN layers during training. This constitutes a novel application of NN pruning to reduce the pilot transmission overhead. Our pruning-based pilot reduction technique reduces the overhead by allocating pilots across subcarriers non-uniformly and exploiting the inter-frequency and inter-antenna correlations in the channel matrix efficiently through convolutional layers and attention module.