MAM
Madison BMB launches new musicians-only campaign for True School of Music
Mumbai: Madison BMB on Tuesday created a mental health awareness campaign True School of Music (TSM) that speaks to musicians in a language that only they can understand. The poster and social media campaign uses music notations to communicate with musicians and urges them to seek help from a mental health counsellor if they are facing mental health issues. TSM is endeavouring to not just train musicians but look after their mental wellbeing as well by joining hands with mental health wellness partners like The Mood Space.
This integrated campaign is a combination of posters which were put up at leading sound studios, social media posts and live Instagram sessions with celebrated musicians like Karsh Kale.
The culmination of this campaign is Don’t Give Up – a music video conceptualised by TSM’s founder Ashutosh Phatak and created by the alumni and current batch of TSM students. The music video will be launched on World Music Day to celebrate each musician and to empower them to overcome their daily struggles.
Madison BMB senior creative director Rohan Joseph said, “Music is something that is very close to our hearts. The fact that more than 50 per cent musicians are battling depression needed immediate attention. We hope that our campaign which is exclusively made for this gifted species doesn’t just resonate with them but also helps them be in a happy space and create even better music.”
Madison BMB CEO and chief creative officer Raj Nair said, “We have always believed in the power of creativity, and the potential it has in bringing about meaningful change. For this campaign, we used music itself as a language, quite literally, for its ability to have a universal impact and drive home the message of support we wanted to give to the creators of music. We are confident that it will strike the right chord with musicians especially and many will genuinely benefit from their association with True School Of Music and The Mood Space.”
True School of Music co-founder Ashutosh Phatak said, “Music is such an integral part of our lives. It has the ability to inspire, motivate and heal. But the creative process has tremendous challenges. Musicians bare their souls and, in that expression, there is often anxiety and insecurity. This is a real issue that people go through and at TSM we would like to raise awareness about these issues while offering help and solutions at the same time. Whether you’re someone who is just thinking about having a career in music, or someone who is studying to be a musician or someone who is just starting their career or someone who’s had a very successful life making music, this process is riddled with ups and downs. I think it’s important for us to recognize this and help and support anyone who is in this inspiring and creative musical journey.”
“Music is a huge part of all our lives. Whether it is on the way back from work, during a road trip or just when we’re feeling low, music has been there for us. I think it’s time we extend the same support to the musicians who face the extreme demands of a creative career path, struggle to sustain inspiration, joy and prioritize their mental health. As mental health partners of The True School of Music, we at The Mood Space, aim to provide musicians with a space to create and space to heal. This World Music Day, we urge musicians to reach out for support when needed and take time out to focus on yourself if things get too much. After all, it’s about looking after each other and ourselves,” added The Mood Space co-founder and counselling psychologist Rhea Sawhney.
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.
