MAM
Ashish Dhruva joins InterMiles as SVP – marketing & customer engagement
NEW DELHI: InterMiles has brought on Ashish Dhruva as senior vice president – marketing & customer engagement. Prior to joining InterMiles, Dhruva had a 13-year long tenure with leading travel tech organisation, Cleartrip as vice president, marketing.
In his new position at InterMiles, Dhruva will drive marketing strategies for the programme across business verticals through integrated brand strategy, communication, content and digital marketing. He will also be responsible to build on and elevate the company’s capabilities and, establish a culture of excellence in all aspects of marketing.
InterMiles MD & CEO Manish Dureja said, “Ashish brings a wealth of experience to this new role with his heightened understanding of consumer behaviours along with exceptional marketing knowledge. His innovative, consumer-centric approach is a reflection of values we at InterMiles hold close to heart. We warmly welcome Ashish to the InterMiles family and look forward to doing some memorable work together.”
Dhurva said, “The InterMiles team has been doing some truly inspiring work on their journey towards becoming India’s leading travel & lifestyle programme. It is an honour to be part of such a highly creative, driven and passionate team and I look forward to doing some exceptional work with them.”
In his two-plus decades in marketing and brand building, Dhruva has been part of prestigious organisations like Cleartrip, Tata AIG and Justdial, to name a few.
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.
