FEVICOL’S ‘KURSI PE NAZAR’ EXTENDS PIYUSH PANDEY’S LEGACY

Fevicol’s latest campaign, ‘Kursi Pe Nazar’, is a tribute to Piyush Pandey’s instinct for everyday truth. Rooted in ambition and aspiration, the film connects cricket’s relentless pressure with advertising’s timeless storytelling, reminding audiences of the gold standard Pandey set and the cultural resonance he left behind.

An overloaded bus. An unbreakable egg. A sofa that stayed steady across years, houses, seasons and generations. These were not just advertisements; they were cultural touchstones. Fevicol’s campaigns, crafted under the creative genius of Piyush Pandey, became part of India’s collective memory because they spoke to truths everyone recognised in daily life.  

That instinct for storytelling continues in ‘Kursi Pe Nazar’, a film that captures ambition, aspiration, and the quiet hunger of someone waiting for their moment. It is a narrative that resonates deeply in a country where holding on to one’s place—whether in life, work, or sport—is a constant struggle.  

For Pandey, cricket was more than a passion; it was a metaphor for life’s pressures. Bringing this campaign into the IPL conversation was not just strategic but deeply personal. Cricket, after all, is where the fight for relevance and recognition plays out most publicly. Every match carries the weight of performance, the battle to stay on top, and the hunger to claim a place that millions are watching closely.  

In this context, ‘Kursi Pe Nazar’ becomes more than an ad. It is a reflection of ambition under scrutiny, of the desire to hold on when the world is watching. The campaign’s connection to cricket magnifies its message, aligning Fevicol’s enduring brand truth with the nation’s most visible stage of competition.  

Joining sports broadcaster Jatin Sapru for this tribute underscored another truth: while advertising evolves with technology and trends, timeless storytelling remains rooted in a deep understanding of everyday realities. Pandey’s genius lay in recognising that the most powerful stories are not manufactured—they are lived, observed, and distilled into moments that feel universally relatable.  

Sandeep Tanwani, CMO of Pidilite Industries Limited, reflects on this legacy with gratitude. For him, Fevicol’s campaigns were never just about adhesives; they were about capturing the essence of Indian life. Pandey’s work transformed functional products into cultural icons, embedding humour, resilience, and relatability into the brand’s DNA.  

‘Kursi Pe Nazar’ is therefore not only a continuation of Fevicol’s storytelling tradition but also a tribute to the man who set the gold standard. It is a reminder that advertising, at its best, is not about selling—it is about connecting, about finding the truth in everyday life and presenting it with wit and resonance.  

As audiences watch this film, they are invited to reflect on Pandey’s legacy. His campaigns taught us that creativity is not about spectacle but about insight. They showed us that the strongest bonds are not just physical but emotional. And they reminded us that one man’s vision can leave an indelible mark on culture.  

Thank you, Piyush Sir. For the work. For the standard you set. And for making us feel like part of something larger than ourselves.