MAM
Flipkart Launches Ann Springs, a women’s Western wear private label brand
MUMBAI: Flipkart Fashion, India's largest online fashion store, today announced the launch of its new in-house Western wear label, Ann Springs, focused on the new-age Indian woman with a bold individual style and an eye for the latest trends. Designed especially with the 22-25 age group in mind, Ann Springs currently features over 150 unique styles starting at Rs. 399, with plans to double the selection in the next few months.
Women’s western wear is one of the fastest growing segments in the online fashion space today. As Indian tastes change to reflect the country’s influential youth population, shoppers are increasingly turning to buying apparel online. As with all its existing private labels, Flipkart has identified an underserved segment of the market — young, professional women looking for premium Western apparel that can transition smoothly from casual to glam. Ann Springs is looking to give these customers what they have been aspiring for.
Launching the new label, Rishi Vasudev, Head of Fashion at Flipkart, said. “Women’s western wear is one of our fastest growing categories, where we have witnessed 100% Y-o-Y growth from Tier II cities and beyond. Women from smaller towns are clearly telling us that they want international styles tailored specifically to the Indian woman. This is where Ann Springs comes in. Our collection brings together the latest Western styles at affordable prices, and will help women from all over the country look the way they want to.”
“Inspired by fast fashion, Ann Springs couples trendiness with day-to-day functionality. We are confident the brand will help create stickiness for our large women shopper base and solidify Flipkart Fashion as the top destination for all of India’s fashion needs,” he added.
Ann Springs is the sixth private label offering from Flipkart Fashion, following in the footsteps of Divastri, a women's ethnic wear range; Metronaut, for the urban man; Anmi, a brand of fusion ethnic wear; Miss & Chief, kidswear; and the Cara Mia line for women’s footwear and accessories.
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.
