Mumbai: Pidilite Industries Limited has launched its latest Fevicol television commercial, ‘Kursi Pe Nazar’, a campaign rooted in a deeply observed Indian cultural insight, blending everyday behaviour with the brand’s signature wit and storytelling.
Conceptualised as a reflection of how a simple chair—or ‘kursi’—symbolises aspiration, authority, and transition across Indian homes, offices, and institutions, the film captures the subtle dynamics of ambition and influence. Staying true to Fevicol’s legacy, the narrative transforms a familiar observation into a memorable and relatable story.
The campaign also marks a significant milestone as the final Fevicol work created by advertising legend Piyush Pandey, whose decades-long association helped define the brand’s iconic voice and culturally resonant storytelling.
Commenting on the launch, Sudhanshu Vats, Managing Director, Pidilite Industries Limited, said, “Fevicol has always stood for simple human truths narrated in an endearing way to resonate deeply with the customers. ‘Kursi Pe Nazar’ draws from a uniquely Indian insight that plays out across every workplace, household, and institution where the ‘kursi’ symbolizes aspiration, transition, and ambition. Piyush Pandey had an extraordinary ability to elevate such everyday observations into iconic storytelling for Fevicol. This film carries that legacy forward through a simple yet powerful idea that feels unmistakably Fevicol.”
Directed by Prasoon Pandey of Corcoise Films, the film holds emotional significance for the team, having been completed months after the concept was first developed.
Prasoon Pandey, Director, Corcoise Films, added, “This was the toughest film ever for all of us. It was Piyush’s idea, magical as always. We all discussed it in great detail with him but then he suddenly left us. We needed time to get our bearings right and so decided to shoot the film five months later. This story captures a deep observation of life but is presented with Fevicol’s unique humour and simplicity”.
Creative leadership from Ogilvy India also highlighted the emotional and professional significance of the project.
Kainaz Karmakar and Harshad Rajadhyaksha, Group CCOs, Ogilvy India said, “This one can never be a mere film for us. It was a journey, a pilgrimage of sorts, on the path that Piyush created not just for Ogilvy, but for our entire profession. The core idea was cracked by Piyush and the pressure of seeing his vision through was something one had never experienced or even imagined.”
‘Kursi Pe Nazar’ continues Fevicol’s long-standing tradition of grounded storytelling, where humour and cultural truths intersect to create enduring brand narratives. The campaign reinforces the brand’s positioning around strong bonds, drawing from a distinctly Indian behavioural insight that resonates across generations.
https://www.youtube.com/watch?v=xapns7PBbE&feature=youtu.be
Credits:
Pidilite Industries: Sudhanshu Vats, Apurva Parekh, Sandeep Tanwani, Manish Dubey, Rajiv Subramanian, Jessica Parekh, Vijay Gwalani, Avanti Amersey, Hiral Jani Vasani
Ogilvy: Piyush Pandey, Hephzibah Pathak, Harshad Rajadhyaksha, Kainaz Karmakar, Anurag Agnihotri, Vivek Verma, Ganapathy Balagopalan, Saurabh Dixit, Rohit Devgun, Bhuvnesh Joshi, Manali Balani, Abhishek Rane
Corcoise Films: Prasoon Pandey, Cyrus Pagdiwala
