Pidilite Industries has launched a new Fevicol television commercial ‘Kursi Pe Nazar’. The film is based on an everyday observation of how a chair often represents more than its functional use, reflecting aspiration, authority and changing roles across homes, workplaces and institutions.
The campaign uses this insight to build a narrative around how individuals relate to positions of control or opportunity, positioning the chair as a symbol of progression and influence. The storytelling focuses on familiar social behaviour, translating it into a structured brand communication.
The film also marks the final Fevicol campaign created by Piyush Pandey, concluding a long-standing creative association that has shaped the brand’s communication approach over the years. The campaign continues Fevicol’s established format of using observational storytelling and humour drawn from everyday situations, aligning the message with broader cultural behaviour while reinforcing the brand’s positioning around strong and lasting bonds.
Commenting on the launch, Sudhanshu Vats, Managing Director, Pidilite Industries, 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.”
Prasoon Pandey, Director, Corcoise Films, said, “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”.
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.
