AD Agencies
Minikin DGWorks’ redBus campaign wins best campaign at IAA India 2024
Mumbai: Minikin DGWorks won the “Best Campaign Award” in the Travel, Tourism, and Hospitality category at the IndIAA Awards 2024 for their redBus India “Yeh Time Pass Skip Karo” campaign, in collaboration with Leo Burnett India. The IndIAA Awards, hosted by the International Advertising Association’s India Chapter on August 22, 2024, brought together talent in advertising, recognizing the year’s standout campaigns across 19 categories.
Directed by Mithun R Shaw and produced by Ashish Gole under Minikin DGWorks, the redBus campaign featured six “slice of life” films. They captured the everyday hassles of old-school bus ticketing—long lines, poor seat choices, and uncertainty about seat availability. Both the jingle and the visuals were memorable.
On winning the IndIAA Awards, Director Mithun R Shaw said, “It was a proud moment for me and the team to get our work recognized on a prestigious stage. Special thanks to the creative team at Leo Burnett for trusting us with the scripts. The award validated the passion and dedication we put into these films. As we moved ahead, we looked forward to more such projects and contributing to the digital ad space.”
Minikin DGWorks worked with names like Google, Pepsi, Uber, MakeMyTrip, MTR, Ikea, and Bajaj, showcasing their digital expertise. Their innovative approach suited the digital age, whether on social media or OTT.
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.
