MAM
OgilvyOne Delhi wins Bennetton CRM account
MUMBAI: OgilvyOne Delhi has won the Bennetton CRM account in a multi-agency pitch.
OgilvyOne Worldwide, New Delhi vice president Vaishali Sarkar said, “OgilvyOne Delhi is well represented in most of the key relationship marketing categories. It was retail that was eluding us. Perhaps no other brand could have fulfilled our hunger better than Benetton. The brand itself evokes excitement and energy and we look forward to matching that!”
Benetton is now a 100 per cent subsidiary of Benetton Italy, Spa. It is a $ 2.1 billion corporation with brands like Sisley, Playlife and Killer Loop as a part of the group.
Benetton is the flagship brand with huge consumer salience and equity. Benetton has been in India through various JV’s for the last 15 years. The brand has grown in stature and boasts a huge following among consumers in the Indian market.
Benetton India Private Limited director – sales and marketing Sanjeev Mohanty said, “The Benetton Consumer Loyalty Program would be one of the key drivers for growth and differentiation amidst cutthroat competition. This program also has the additional burden of setting new benchmarks in retail by delighting as well as pleasantly surprising our loyal consumers.”
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.
