Pidilite Industries Limited has unveiled its latest television commercial for Fevicol, titled ‘Kursi Pe Nazar’, built on a cultural insight rooted in everyday Indian life.
The film explores the evolving significance of the ‘kursi’—moving beyond its functional role as furniture to represent aspiration, authority and shifting dynamics across homes, workplaces and institutions. The narrative reflects how access to, and control over, the chair often mirrors ambition and progression.
Developed with Fevicol’s characteristic humour, the campaign continues the brand’s approach of drawing from relatable, real-life observations and translating them into storytelling.
The campaign also marks a milestone as the final Fevicol film conceptualised by Piyush Pandey, whose long-standing association has shaped the brand’s creative identity.
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.”
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”.
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.”
The film continues Fevicol’s legacy of combining humour with cultural observation, reinforcing its long-standing positioning around strong and enduring bonds.
