In India, nobody asks for adhesive. They ask for Fevicol. That kind of brand recall takes decades to build, and brilliant advertising to sustain.

Through advertising brilliance, Pidilite Industries has managed to establish Fevicol as the product to trust: by students, by carpenters, and by everyday Indian.

Much of that credit belongs to Ogilvy and adman Piyush Pandey, who have created many memorable ads for the Fevicol brand. Remember the bus packed so full that passengers rode sitting on the roof but no one fell despite the vehicle being on a bumpy rural road. That was the brilliance which the creative brain of Piyush Pandey and the adhesive brand managed to co-create.

Pandey passed away last year but he left behind a final script that has now come to life with Fevicol’s latest ad campaign – ‘Kursi Pe Nazar’.

The theme of the campaign is the evergreen kursi (chair).

https://www.youtube.com/watch?v=3mJ2lZmomPg

Kursi in India doesn’t only mean a piece of furniture; it refers to the throne, the seat of the all-powerful – not just in government corridors but also offices, institutions, homes, schools and just about everywhere.

It’s a human tendency to eye growth and for those in jobs, their eyes are set on the next promotion. The goal is the all-powerful kursi.

It could be a manager’s chair for the worker, CEO’s kursi for the faithful, CM’s chair for a long-time MLA, or the PM’s chair for the popular political leader.

Aspiration in India has always had a shape, and that shape is a seat/chair/kursi. The ad beautifully reflects that desire: the goals we set for ourselves at our workplaces, the destinations reflected in coveted chairs.

The ad film captures this by showing a junior school teacher eyeing her principal’s chair (position), a junior police officer keeping his eyes on the senior cop’s chair, a carpenter eyeing his boss’s kursi, and more.

The jingle carries it forward with the kind of ease that only looks simple.

The craft with which the ad has been filmed, the everyday examples used, the narrative and the jingle – all come together to build another masterpiece in Indian advertising.

This one carries that same signature, and the extra weight of being a final word from the man who built it.

The kursi Pandey occupied in Indian advertising remains, for now, unchallenged.

The post Fevicol’s ‘Kursi Pe Nazar’, and the final script Piyush Pandey left behind appeared first on India Communication Forum.

Mumbai/Bangalore, 22^nd December, 2025: Social Panga and AMD have come together once again to launch its new campaign “ZEN” MODE. In a world where businesses juggle pressure and complexity takes more weightage; AMD asks a simple question: Can work feel effortless? 

Together with the agency, Social Panga and the production house, The Yellow Shutter, AMD showcases how technology can create harmony in the workplace, in this latest film. 

The film challenges the conventional image of a corporate life, the stress, the pressure, and endless task-lists with an office that operates in complete harmony. Instead of chaos, we witness a serene environment where employees work with ease. The reason? AMD processors that handle heavy lifting every day. 

Link: https://www.youtube.com/watch?v=NisBIqZ6–4

We wanted to step away from the usual tech-speak and ask a more human question: What do businesses truly need? The answer, surprisingly, wasn’t another spec sheet. It was the absence of chaos. Organisational stress comes not from ambition, but from the friction of systems that can’t keep up. With AMD, you don’t just accelerate workloads; you dissolve the very inefficiencies that slow people down, commented Rohit Singh, Senior Creative Director, Social Panga. 

Gaurav Arora, Co-Founder, Social Panga, commented on the campaign, “With “ZEN” MODE, we wanted to show that technology can really ease our workload when we use the right one that supports it. AMD represents that philosophy by working quietly in the background, allowing teams to operate with clarity and confidence. The film captures this sense of calm, where powerful engineering drives progress without adding pressure.”

“ZEN” MODE reflects exactly what we hoped to convey, that innovation feels effortless when technology does the hard work. Social Panga and The Yellow Shutter have delivered a film that resonates deeply with our brand ethos, and we couldn’t be happier with the result, says Mukesh Bajpai, Marketing Head, AMD India

 As businesses gear up for a future defined by agility and innovation, AMD’s “ZEN” MODE reminds us that true progress happens when technology takes care of the complexities and people find their peace.

The post Social Panga in collaboration with AMD brings calm to corporate chaos with “Zen” Mode campaign appeared first on India Communication Forum.