Brand: Pidilite Industries
Campaign: ‘Kursi Pe Nazar’
AGENCY
Kainaz Karmakar and Harshad Rajadhyaksha
Group CCOs, Ogilvy India
“This campaign was not 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.”
CLIENT
Sudhanshu Vats
Managing Director, Pidilite Industries Limited
“‘Kursi Pe Nazar’ draws from a uniquely Indian insight that plays out across every workplace, household, and institution where the ‘kursi’ symbolises 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.”
Brand: Vadilal INDUSTRIES
Campaign: #IceCreamWaliSituationship
AGENCY
Sudharshan Anandkumar
Founder, ting
“Cafe Mocha and Pista Kunafa are not just new flavours. They are options. That is exactly how a choice-driven audience wants to engage. These films are ‘less launch and more invitation’. When the Vadilal team briefed us, they were clear about who they were speaking to, and that is where the creative nearly started writing itself. The campaign films are fun pieces that take the brand to today’s audience in the right way.”
CLIENT
Himanshu Kanwar
CEO, Vadilal Industries
“At Vadilal, our innovation is guided by evolving consumer tastes. With Café Mocha and Pista Kunafa, we’re not just introducing new flavours—we’re expanding how consumers experience indulgence. These globally inspired offerings reflect Gen Z’s growing preference for experimentation, while staying true to what matters most: great taste.”
Brand: Chupps Footwear
Campaign: ‘So Gaya re So Gaya’
AGENCY
Santosh Padhi (Paddy)
Founder & Chief Creative Officer, INTO Creative
“The challenge was how to make two things exciting in one piece of communication: first, the wide product range, which can sometimes be challenging to showcase; and second, finding a unique approach to comfort, the brand’s core offering. We arrived at a beautiful observation: when we’re tired, the moment we find something comfortable to rest on, we doze off.”
CLIENT
Yashesh Mukhi
Founder, Chupps Footwear
“Footwear brands across segments have long leaned on comfort as a primary proposition, communicated through feature-heavy narratives. Our approach flips that equation by demonstrating the outcome instead of explaining the input, positioning comfort not as a feature, but as a physical response. The film highlights what Chupps stands for: the ability to provide long-lasting comfort.”
Brand: Madhusudan
Campaign: ‘Hindustan ka mann Madhusudan’
AGENCY
Siddhant R Tiwary
Founder and Director, Shree Ganpati Productions
CLIENT
Moolchand Agarwal
CMD, Madhusudan
“Akshay Kumar was a natural fit because, like our brand, he stands for discipline, consistency and trust. As someone who believes in leading a disciplined and fitness-oriented life, I see this collaboration as an extension of the values we live every day at Madhusudan. Our vision is to take the brand to new heights in India and globally.”
