Pidilite Industries Limited today unveiled its latest Fevicol television commercial, ‘Kursi Pe Nazar’, a film anchored in a sharply observed, unmistakably Indian cultural insight. Rooted in everyday life, the film captures how the humble kursi transcends its role from just being a furniture to become a powerful symbol of aspiration, authority across homes, offices, and institutions.
With characteristic Fevicol wit and warmth, ‘Kursi Pe Nazar’ reflects a truth deeply embedded in Indian society, where who sits on the chair, who waits for it, and who eyes it next often mirrors shifting equations of ambition, influence, and progression. The film transforms this everyday observation into a memorable narrative, reinforcing Fevicol’s ability to find extraordinary storytelling in ordinary moments.
The campaign also marks a significant milestone in the brand’s journey. ‘Kursi Pe Nazar’ is the final Fevicol campaign created by advertising legend Piyush Pandey, a creative partnership that has, over decades, shaped the brand’s distinctive voice and etched Fevicol’s humour and insights into India’s collective memory.
Commenting on the launch, Mr. 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 institutionwhere 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.”
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.
‘Kursi Pe Nazar’ continues Fevicol’s legacy of grounded storytelling, where humour, observation and cultural truth come together to create communication that is simple yet deeply memorable. The film reinforces the brand’s philosophy of strong bonds through a uniquely Indian behavioral insight.
To open “Kursi Pe Nazar” campaign, please click the link: https://www.youtube.com/watch?v=3mJ2lZmomPg