Mumbai: Nilkamal, in collaboration with The Womb, has unveiled a thought-provoking new brand film that puts the spotlight back on its most iconic product — the humble plastic chair. The AI-generated campaign revisits the brand’s trusted legacy while contextualising it with the ongoing election season, using powerful metaphorical storytelling to showcase Nilkamal as a symbol of strength, stability, and calm.
Speaking about the campaign, Parekh, Joint Managing Director at Nilkamal, said, “We wanted to take a bold step and celebrate the culture of our land by giving a tribute to the people who have trusted us for generations. ‘Yeh Kursi Hai Mahaan’ is more than a campaign for us. It reflects the strength, resilience and everyday character of India. As we continue to expand our presence on the ground across homes, institutions and workplaces, this film reminds us of the responsibility we carry as a brand that serves the nation.”
The campaign, conceptualised and executed by The Womb, stays true to Nilkamal’s original identity while embracing a modern, tech-enabled format. Heval Patel, Chief Operating Officer, The Womb, said, “This initiative is more than just a film. Consumers’ first association with Nilkamal has always been the humble chair. While the brand has diversified into multiple verticals, we wanted to focus on the very core that built Nilkamal. We did this through a modern storytelling format. This film is a tribute to that legacy — a reminder of where we come from and what we continue to stand for.”
Highlighting the creative process, Suyash Khabya, Chief Creative Officer, The Womb, added, “India loves cricket and politics. And we all know, today — context is king. So, with election season, it was a great idea to compare the OG kursi of Nilkamal, a simpleton, with the political kursi. Instead of a regular shoot, we used AI. Incorporating AI into our process didn’t replace our vision — it amplified it. It powered the execution and gave the film a bold, unmistakable visual identity. And Jameel Khan’s voice brought the perfect layer of texture to it. A very simple idea but unignorable, memorable.”
Campaign Credits:
Client: Nilkamal Pvt Ltd
Brand: Nilkamal Plastics
Team: Pankaj Kapoor, Vijay Kasbe
Agency – The Womb
Co-Founders – Kawal Shoor & Navin Talreja
COO – Heval Patel
CCO – Suyash Khabya
Account Management: Shamima Pereira, Reuel Edke
Creative: Rohit Sharma, Makarand Berde, Pravin Magraj
Planning: Sneha Raina, Ipshita Khan
Production House – Gobo Films
Director: Hridaye Nagpal
Producer: Nishant Tahilramani & Vishal Balsara
Voice Over: Jameel Khan
