MAM
On World Music Day, Booking.com reveals Indian Travellers’ musical state of mind
Mumbai: Whether it’s seeking new adventures, taking in new sights and sounds, or just unwinding, there are many reasons Indians love to travel. One trend that has seen growth in recent years is music tourism with a growing number of travellers prioritising travel governed by cultural and significant events, including music festivals and concerts. This exciting fusion of travel and passion for music is experiencing a growth in interest among Indian travellers who are increasingly seeking experiences that resonate with their passions. According to Booking.com Travel Trends for 2024 data, 33 per cent of Indians are keen on taking a trip this year to attend an event like a music festival and concert.
On the occasion of World Music Day, which is celebrated around the world on June 21 to honour and rejoice in the spirit of music, Booking.com delves into the psyche of the Indian traveller to understand what is driving them to travel for music events.
Grooving to the beat: What’s inspiring Indian travellers to travel for music events
Music connects people across boundaries and inspires the journeys of those who are deeply immersed in it. According to Booking.com’s Travel Trends 2024 data, several motivators inspire Indians to travel for a music event.
Love for the music and artists: 69 per cent of Indians plan to travel for a music concert or festival event because of their unwavering passion for the musician and for the magic of a live performance
Connecting with loved ones: For 65 per cent of Indians, musical events are a catalyst for reunions or connecting with friends or family who live elsewhere.
Finding your tribe: Music creates communities. 58 per cent of Indians travel for a music event to connect with other fans and share their love for the artist or the band
An excuse to travel: For 54 per cent of Indians, travelling for music events becomes an enriching experience as the occasion becomes a perfect excuse to travel, immersing themselves in the destination’s culture and atmosphere.
Lack of a local option: 49 per cent of Indians travel for a music event unavailable near home.
Fear of Missing Out (FOMO): 45 per cent of Indians travel for a music event due to the inability to get tickets for local music events. The inability to source tickets and the fear of missing out on the event becomes a driving factor for many.
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.
