Fevicol's 'Kursi Pe Nazar' Campaign: Piyush Pandey's Final Work for Indian Advertising
- adityaagarwal095
- Jul 28
- 3 min read
For decades, Fevicol has built one of the strongest brand identities in Indian advertising, not by talking about adhesive strength, but by telling deeply Indian stories that people instantly recognise.
Their recent campaign, Kursi Pe Nazar, continues that legacy.
The film uses nothing more than an ordinary chair to explore power, ambition, and human behaviour. But what makes it even more special is the story behind it.
"Kursi Pe Nazar" is based on the last creative idea conceived by legendary adman Piyush Pandey for the brand.
To understand why this campaign feels so timeless, you first need to understand why Fevicol has remained one of India's greatest advertising case studies for over three decades.
Fevicol Sold Stories More Than They Did Their Product
Most adhesive brands advertise product features such as stronger bonding, faster drying, or superior quality.
But Fevicol chose a completely different route.
Under the creative leadership of Piyush Pandey and Ogilvy India, the brand built every campaign around one simple philosophy:
People don't remember product demonstrations, but they remember stories.
Instead of explaining how strong Fevicol was, their advertisements featured humorous situations in which extraordinary bonding naturally became the punchline.
Whether it was the overcrowded bus in "Fevicol Bus", the famous egg, fish, or shadow commercials, every film started with an observation about Indian life.
These observations became stories, and Fevicol became part of those stories.
That approach transformed Fevicol from a hardware product into one of India's most loved advertising brands.
Piyush Pandey Changed Indian Advertising by Celebrating Everyday India
Before looking at the new campaign, it's impossible to ignore the influence of Piyush Pandey.
Across his career, Pandey consistently proved that extraordinary advertising doesn't require extraordinary stories. It requires extraordinary observation.
His campaigns for Fevicol, Cadbury, Asian Paints and many other brands found humour in crowded buses, village weddings, family relationships, politics, local markets, and everyday conversations.
That ability to observe ordinary life and transform it into memorable advertising became his signature style.
And Kursi Pe Nazar may be one of the purest examples of that philosophy.
How 'Kursi Pe Nazar' Turns an Ordinary Chair Into a Powerful Metaphor
On paper, the campaign is incredibly simple. The entire film revolves around one ordinary object: a chair.
But in India, a chair has never been just furniture. The word "kursi" has long symbolised authority, leadership, status, and power. People fight for it, protect it, wait for it, and sometimes even change completely after getting it.
Using Fevicol's signature observational humour, the film captures these shifting relationships with the chair in a way that feels instantly relatable. Without becoming political or preachy, it reflects how human behaviour changes depending on who occupies the seat of power.
What's particularly clever is the product fit. A chair is one of the most common objects that depends on a strong adhesive to stay together.
By making the chair the centre of the story, Fevicol seamlessly integrates their product into the narrative without ever talking about bonding strength or durability.
That has always been Fevicol's biggest creative strength. Rather than forcing the brand into a script, it builds stories around everyday objects that naturally have a connection with the product.
The result is a campaign that isn't just memorable because it's funny, it's memorable because the idea, the product, and the cultural insight all fit together perfectly.
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