MAM
IdeateLab appoints Ravi Bhaya as CEO
Mumbai: IdeateLab has announced the appointment of Ravi Bhaya as its new chief executive officer. This comes on the back of the company recently repositioning itself as “The Outcome People” and marks a strategic chapter for the company with Ravi possessing a wealth of experience in digital acceleration, marketing transformation and driving business growth spanning multiple continents including Europe, Africa and Asia.
Ravi brings to his role as CEO, a distinguished career at global marketing services organisations including Publicis Groupe and Serviceplan Group holding responsibilities across various management functions. These include client leadership roles, revenue growth, spearheading business restructuring initiatives and managing cross-functional teams. In 2020, leveraging his wide industry knowledge including that of diverse markets and cultures, Ravi co-founded RSquared Global Ventures (R2GV) providing strategic consulting to scale-ups within the martech, content, commerce and data space on growth, innovation and ROI. He holds an MBA from the University of San Francisco and spent his formative years as an ex-professional tennis player.
“IdeateLab has established itself as a leader in the digital-first marcom solutions space. My objective is to build on this foundation fostering innovation and expanding our digital capabilities to deliver measurable business outcomes for our clients, powered by creative excellence” said Bhaya. “Our focus is on integrating cutting-edge solutions and data-driven strategies to stay ahead of market trends and further strengthen IdeateLab’s position in the industry. I am excited at the opportunity and grateful for the faith the IdeateLab management and teams have entrusted upon me” Bhaya added.
Welcoming Ravi Bhaya to the team, director Vrutika Dawda said “We are delighted to welcome Ravi Bhaya to IdeateLab as our new CEO. Ravi’s extensive experience and proven track record make him a perfect fit to lead IdeateLab into its next phase of growth. We are confident that under his leadership, IdeateLab will continue to set benchmarks in the industry and propel the company into a new era of innovation and success.
With Ravi at the helm, IdeateLab is set to further solidify its position as a leader in the digital-first marcom solutions space, committed to pioneering new capabilities and strategies that meet the evolving needs of businesses amid their digital transformation journey.”
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.
