Campaign: ‘Kursi Pe Nazar’
Yet again, Pidilite’s Fevicol turned a deeply familiar Indian truth into cultural commentary with ‘Kursi Pe Nazar’. Built around the symbolic representation of kursi (chair) as power, the film captured ambitions, hierarchy, and silent power shifts in society. Fevicol’s signature observational humour was the cherry on top. The campaign was more layered in its emotional context as it marked the final Fevicol idea by ad legend Piyush Pandey, giving the film a sense of legacy that went far beyond advertising.
Brand: Pidilite Industries
Agency: Ogilvy India
Creators: Piyush Pandey, Prasoon Pandey; Kainaz Karmakar, Harshad Rajadhyaksha, Group CCOs, Ogilvy India; Anuraag Agnihotri, CCO, Ogilvy West
Campaign: ‘No Bakwas, Only Tadka’
JioHotstar’s ‘No Bakwas, Only Tadka’ campaign tapped into the overstimulation of meme culture, using a relatable, everyday moment to land its point. What began as a casual catch-up between friends at a restaurant quickly turned chaotic, with one responding entirely in meme dialogues and soon frustrating the other. The film captured how consuming mindless, repetitive content can feel entertaining in the moment, but ultimately adds little to an interaction. Instead of dismissing this behaviour, the ad reframed it—positioning Tadka on JioHotstar as a space where the same bite-sized, high-impact content was delivered with more intent.
Brand: JioHotstar
Agency: ZeroFifty Mediaworks
Creators: Neha Shefali & Narendra Patil, Creative Directors, ZeroFifty Mediaworks
Campaign:‘Rangon Ki Warranty’
‘Rangon Ki Warranty’ transformed paint from a decorative choice to a marker of identity. The age-old idea that colours eventually become a home’s ‘real address’ surfaced as the hook of the film. It used neighbourhood familiarity and generational recall to show how spaces are emotionally remembered through colour. The creative direction not only focused on product durability, but also connected the warranty proposition to lived experiences like weddings, victories, friendships, and family histories. The campaign felt rooted in the long-standing emotional world Asian Paints has cultivated for decades, where homes are carriers of personal stories.
Brand: Asian Paints
Agency: Ogilvy India
Creator: Sukesh Nayak, Chief Creative Officer, Ogilvy India
Campaign: #IceCreamWaliSituationship
Vadilal harnessed the language and emotional confusion of modern dating culture to introduce its new flavours. #IceCreamWaliSituationship cleverly played on the pronoun ‘them’—a term that feels completely natural in Gen Z conversations, but often confusing to older generations still trying to decode evolving relationship slang and pronoun usage. That cultural gap became the punchline, before revealing that the ‘situationship’ was actually between two ice cream flavours. Instead of forcing youth lingo into advertising, the campaign used it organically, making the humour feel conversational and Internet-native.
Brand: Vadilal Industries
Agency: ting
Creator: Sudharshan Anandkumar, Founder, ting
Campaign: ‘CHILL Slowly Slowly’
In this campaign, Netflix cleverly added another chaotic chapter to the viral popularity of Sunil Grover’s Diamond Raja character from ‘The Great Indian Kapil Show,’ pushing an already meme-worthy persona into the heart of a larger pop-culture crossover. By inserting Sunrisers Hyderabad players into Diamond Raja’s chaotic universe, the campaign blurred the line between cricket and streaming fandom. The use of the song, ‘Slowly Slowly’ worked both as a comic catchphrase and a callback to the character’s growing online discussion.
Brand: Netflix
Agency: Burman Sports
Creator: Shiv Burman, Founder, Burman Sports
