AD Agencies
MangoData bags Mission Fit India’s digital mandate
India’s first artificial Intelligence based adtech company MangoData bagged digital mandate for Mission Fit India, the country’s first 120-day fitness festival launched in NewDelhi recently.
Mentor of Mission Fit India Bollywood actor Suniel Shetty said, “MangoData has impressed us with their passion for our initiative. We have launched the Mission Fit India Campaign with a commitment to creating awareness in the country about being fit and healthy. People in our country are misled with misconceptions and myths about wellness, which hampers their health in the long run. Therefore, to provide right guidance, we at Mission Fit India have come up with a 120-day fitness challenge, where we will take active steps to simplify fitness for everyone, across all age groups. MangoData has a track record of creating new frontiers in the digital world and we look forward to a great partnership.”
MangoData CEO and co-founder Santosh Kumar, said, “We are confident of a long-lasting and impactful partnership with Mission Fit India. With our strength in Data Management and Analytics, backed by AI and ML, we would be able to create engaging, targeted and result-oriented campaigns resulting in a significant and positive impact on the health of the people in the country. “
Director and co-founder Deepak Negi says, “MangoData is ecstatic to have Mission Fit India and Suniel Shetty with us. We believe that we have found a partner who understands and believes in the power of an all-inclusive branding and strategy backed by strong data analytics, and with whom we could go a long way forward creating more such synergies”
The 120-day fitness festival is divided into four phases and will reach out to 43 cities in the country.
MangoData has been handed the responsibility of managing Mission Fit India’s social media marketing, website and digital campaigns.
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.
