MAM
Mobile content player Mauj teams up with Filmkraft
MUMBAI: Mobile content player and telecom solutions firm Mauj has tied up with filmmaker Rakesh Roshan’s company Filmkraft.
Through the tie up Mauj will offer mobile consumers a range of mobile content. This includes games, wallpapers, video and themes from all Filmkraft productions.
The association will also allow mobile users to play games based on Characters from Bollywood Blockbusters like Koi Mil Gaya, Kaho Na Pyaar Hain, Karan Arjun, Koyla, King Uncle and the upcoming Krrish.
Filmkraft CEO Shashank Jare says, “There is no limit to technological advent. If the mobile handset has the potential to entertain the user, why not go for it. I believe in tapping new vistas for revenue. We have partnered with Mauj which is a leading mobile entertainment company to develop games, wallpapers, themes, videos etc for films under Filmkraft banner. We look forward to a jadoobhara association.”
Mauj COO Arun Gupta said “Rakesh Roshan’s films have always been a craze among youngsters and characters such as Jadoo are very close to people’s hearts. This partnership will bring the jadoo of Rakesh Roshan to mobile phones. Mauj is extremely thrilled to tie up with Filmkraft to fashion games, wallpapers, videos ` for films under the Filmkraft banner.”
Mauj develops services on all leading platforms including J2ME, Smartphone, BREW, Symbian, SS7 and I-Mode and is partnered with some of the leading wireless operators in the world.
MAUJ offers services in three areas. These are mobile content and applications (games, wallpapers, news, matrimonials) mobile software and services (middleware solutions, roaming applications, SMS gateways) and mobile media – solutions (advertising and branding opportunities).
Mauj claims to develop over 20 original titles every month and has the marketing rights for 800 international mobile games.
AD Agencies
Fevicol releases its last ad campaign by the late Piyush Pandey
The adhesive brand’s last campaign by the late advertising legend Piyush Pandey turns an everyday Indian obsession into a quietly powerful metaphor
MUMBAI: Fevicol has never needed much of a plot. A sticky bond, a wry observation, a truth that every Indian instantly recognises — that has always been enough. “Kursi Pe Nazar,” the brand’s latest television commercial, is no different. And yet it carries a weight that no previous Fevicol film has had to bear: it is the last one its creator, the advertising legend Piyush Pandey, will ever make.
The film, released on Tuesday by Pidilite Industries, fixes its gaze on the kursi — the chair — and what it means in Indian life. Not just as a piece of furniture, but as a currency of ambition, a vessel of authority, and a source of quiet social drama that plays out in every home, office and institution across the country. Who sits in the chair, who waits for it, and who eyes it hungrily from across the room: the film transforms this sharply observed cultural truth into a narrative that is, in the best Fevicol tradition, funny, warm and instantly familiar.
The campaign was Pandey’s idea. He discussed it in detail with the team before his death, but did not live to see it shot. Prasoon Pandey, director at Corcoise Films who helmed the commercial, said the team needed five months to find its footing before they felt ready to shoot. “This was the toughest film ever for all of us,” he said. “It was Piyush’s idea, magical as always.”
The emotional weight of that responsibility was not lost on the team at Ogilvy India, which created the campaign. Kainaz Karmakar and Harshad Rajadhyaksha, group chief creative officers at Ogilvy India, described the process as “a pilgrimage of sorts, on the path that Piyush created not just for Ogilvy, but for our entire profession.”
Sudhanshu Vats, managing director of Pidilite Industries, said the film was rooted in a distinctly Indian insight. “The ‘kursi’ symbolises aspiration, transition, and ambition,” he said. “Piyush Pandey had an extraordinary ability to elevate such everyday observations into iconic storytelling for Fevicol. This film carries that legacy forward.”
That legacy is considerable. Over several decades, Pandey’s partnership with Fevicol produced some of the most beloved advertising in Indian history, building the brand into something rare: a household name that people actively enjoy watching sell to them.
“Kursi Pe Nazar” does not try to be a tribute. It simply tries to be a great Fevicol film. By most measures, it succeeds — which is, in the end, the most fitting send-off of all.
