AD Agencies
The Salt Inc acquires Simplus Information Services
Mumbai: The Salt Inc, a technology-powered content agency, has announced that it has acquired the services business of Mumbai-based Simplus Information Services Pvt Ltd, a content services provider with deep expertise in pure native content. The consolidated business will offer a wider range of content services to existing and new clients, allowing The Salt Inc. to cater to a broader spectrum of conversation needs for brands across multiple sectors.
Founded by Rajas Kelkar, a financial journalist with two decades of experience, Simplus Information Services Pvt Ltd has built a strong reputation in the BFSI sector since its inception in 2013. Over the past 10 years, Simplus has served more than 70 organisations, including renowned names like Axis Bank, Aditya Birla’s Sun Life Mutual Fund, Motilal Oswal Financial Services, and Geojit.
This strategic alliance will help brands integrate real-time consumer insights with The Salt Inc’s psychometric Ai product and Simplus’s content intelligence in the financial domain. The combined entity now becomes the only entity that combines science and art and provides relevant experiences to consumers ranging from brand love to brand promise.
The Salt Inc’s CEO and founder Neena Dasgupta added, “This expansion marks a significant milestone for us, we are thrilled to welcome Rajas and the Simplus team to be a part of The Salt Inc. family. Together we aim to set new standards in delivering powerful communication solutions that spark meaningful conversations.”
Simplus’ founder and publisher Rajas Kelkar, will be leading the entire editorial agenda for The Salt Inc, as editor of The Salt Inc bringing his extensive knowledge and leadership to the team. Commenting on the collaboration, Kelkar said, “The team at Salt Inc. brings formidable skills to the table that would raise the bar of conversations for our combined clients. I look forward to the exciting work ahead.”
The Salt Inc is confident that this move will reinforce its commitment to delivering personalised, insightful content solutions across consumer touchpoints including native digital formats, ad films, web series, and more. The combined expertise, powered by technology, will certainly redefine what’s possible in financial content and set new benchmarks in the industry.
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.
