MAM
BBC World, World Service launch joint ad campaign
LONDON: BBC’s international news strengths are being promoted in a new joint global advertising campaign by BBC World, the BBC’s 24-hour international news and information television channel and BBC World Service, which broadcasts radio programmes and online in 43 languages worldwide.
Demand a Broader View highlights the BBC’s international news coverage and reminds audiences that the BBC’s internationally renowned impartiality and expertise ensures a balanced, thorough examination of every story, from every point of view.
Eye-catching images and challenging copy lines illustrate how stories can be re-interpreted. To give an example, a picture of a man in handcuffs is accompanied by three different words “Terrorist?, Hero?, Victim?”; a politician addressing an audience has the words “Democracy?, Bureaucracy?, Show time?”.
An official release says the campaign is targeted at international business decision-makers and people with a truly international outlook on life. It will run from this month through to February 2003 on posters at European and Asian hub airports and in ambient airport media such as on ticket wallets and carrier bags. It will also appear in international business and news journals as well as international daily newspapers.
Head of International Marketing Communications at BBC World Service Jane Futrell said, “Demand a Broader View takes our earlier joint campaign one step further and encourages our audiences to think about the breadth and range of BBC news output. The audience wants more and the BBC knows how to deliver it.”
Following a competitive tender, the campaign was designed by WARL Change Behaviour, the main communications agency within the WARL Group, which has been working with BBC World and BBC World Service since July 2002. The strategy for the campaign and its implementation has been developed, and will be delivered by Mediaedge:cia Worldwide.
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.
