‘Kursi Pe Nazar’ marks emotional farewell to Piyush Pandey’s creative journey with Fevicol
Fevicol’s new ad based on Piyush Pandey’s idea shows how a chair symbolises power and ambition in everyday life.
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A simple chair is often just furniture but in India it can also decide power, status, and ambition. This idea sits at the heart of Fevicol’s new television commercial, ‘Kursi Pe Nazar’, which turns an everyday object into a sharp and humorous story about human behaviour.
Fevicol has launched this new campaign based on the cultural importance of the ‘kursi’ or chair in Indian homes, offices, and institutions. The film shows how people often see a chair as a symbol of authority and success and how relationships and ambitions shift around it.
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Chair As Power Symbol:
The story is built on a simple observation from daily life. A chair is not just something to sit on but something people notice, want, and sometimes even compete for. Through light humour and real-life situations, the film shows how the idea of the ‘kursi’ reflects changing power equations in society.
The concept behind the campaign comes from the well known advertising thinker Piyush Pandey. This film is also described as his final creative association with the brand making it an emotional and important project for everyone involved.
Sudhanshu Vats, managing director of Pidilite Industries, said that Fevicol has always focused on simple human truths told in a warm and relatable way. He explained that ‘Kursi Pe Nazar’ comes from a deeply Indian insight seen in workplaces, homes, and public spaces where a chair often represents ambition, transition, and authority. He also said that Piyush Pandey had a rare ability to turn such simple observations into powerful storytelling for Fevicol.
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Emotional Tribute to Pandey’s Legacy:
The film is directed by Prasoon Pandey of Corcoise Films. He shared that this project was emotionally and creatively very challenging. He said the idea was originally Piyush Pandey’s and after his sudden passing the team paused before completing the film months later. He added that the story carries Fevicol’s trademark humour while also reflecting a deep view of life.
Kainaz Karmakar and Harshad Rajadhyaksha Group Chief Creative Officers at Ogilvy India said the film was more than just another campaign. They described it as a journey inspired by Piyush Pandey’s vision and said there was strong responsibility in bringing his idea to life in the right way.
‘Kursi Pe Nazar’ continues Fevicol’s long tradition of using everyday situations and humour to tell stories that feel familiar to Indian audiences while also marking a meaningful creative moment connected to Piyush Pandey’s legacy.
