MAM
Anand Yalvigi joins Ignitee Sports as president
MUMBAI: Ignitee Digital Solutions has appointed Anand Yalvigi as president of its sports marketing division – Ignitee Sports.
Ignitee Sports conceptualises, creates and executes concepts to provide brands with unique marketing solutions and sponsorships.
Yalvigi, a cricketer having represented three states in Ranji Trophy, comes with over 10 years of experience in sports management.
He has launched and set up three sports management companies earlier. At Ignitee, he will focus and promote the various niche premium sports properties with both offline and online manifestations.
Yalvigi said, “I am glad to join Ignitee Sports and work with the management at Ignitee once again. After having launched sports management agencies I am looking forward to an entrepreneurial role with Ignitee Sports.”
Ignitee said in a release that Yalvigi’s expertise lies in handling the business of sports management. “Yalvigi is a unique example of a first class cricketer in the media and advertising industry who has built brands using sports as an important tool for marketing,” the release said.
In 2010 Yalvigi helped in putting together the Kochi IPL team and also build brand Maxx Mobile with IPL Maxxmobie strategic timeout sponsorship.
He has also conducted workshops and guest lectures on sports marketing at IIM Indore. He has worked with IPL, Maxx Mobiles, Aroma mobiles, Anchor group, Panasonic, Emami, Zee, DNA, Visage Images, IGen, Birla Sunlife Insurance, Birla Mutual Fund, Headlines Today, Aaj Tak, Indian Cricket League and Cloud 9.
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.
