MAM
CEAT signs cricketer Shubman Gill for bat endorsement deal
MUMBAI: CEAT Ltd has got into a bat endorsement deal with Shubman Gill, one of the rising stars of the Indian men’s U- 19 cricket team.
This deal makes Shubman a valuable addition to team CEAT which also has the likes of Rohit Sharma, Ajinkya Rahane, Ishan Kishan and women cricketer Harmanpreet Kaur. He will now be seen playing with a bat prominently displaying CEAT insignia in all formats of the game. Shubman Gill, India U-19 teams was the most consistent batsman during the recent U-19 world cup and received the ICC World Cup player of the tournament award.
CEAT vice president of marketing Nitish Bajaj says, “We are glad to sign the endorsement deal with the U-19 world cup star performer Shubman Gill. At CEAT we strive to recognise fresh talent and encourage them in their cricketing journey. We believe that Shubman has all the required qualities to become a future cricketing superstar of India. We wish him all the very best and welcome him to the CEAT family.”
Gill adds, “I feel privileged to be part of the CEAT cricketing family, which is home to some of the finest names of Indian Cricket like Rohit Sir and Ajinkya Sir. I look forward to playing a long innings with CEAT!”
CEAT has its roots gripped with cricket, including its partnership with IPL for the strategic time out segment and the CEAT cricket ratings that recognises and rewards the exceptional performances of players on the international stage.
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.
