Fevicol has released a new film built around the idea of the ‘kursi’—a loaded cultural symbol in India, spanning power, aspiration and everyday jugaad. The campaign is significant not just for its narrative device, but because it is positioned as the final script by Piyush Pandey, long associated with shaping the brand’s voice.
The film continues Fevicol’s legacy of using humour rooted in lived Indian contexts, while reinforcing the product truth of unbreakable bonding.
Legacy brand, consistent codes Fevicol’s advertising has historically relied on sharp, insight-led storytelling rather than high-decibel messaging. The ‘kursi’ becomes a flexible metaphor—reflecting everything from political ambition to domestic hierarchies—while tying back to the brand’s core promise of strength.
For the industry, the campaign underscores the enduring value of creative consistency. At a time when many brands chase format-led virality, Fevicol stays anchored in narrative craft and cultural observation.
What this signals for the market
The association with Pandey also highlights the diminishing but still relevant role of marquee creative leadership in Indian advertising. While the ecosystem has moved towards fragmented, platform-first execution, legacy brands continue to benefit from long-term creative stewardship.
It also points to a broader trend: brands mining familiar socio-cultural symbols to maintain relatability in an increasingly segmented media landscape.
Our insight
In an industry optimising for speed and scale, Fevicol’s latest work shows that cultural sharpness—not novelty—remains the harder currency.