MAM
Scarecrow M&C Saatchi creates an ‘Atmanirbhar’ film of an Untold Love Story.
New Delhi: The stories of Shirin-Farhaad, Laila-Majnu, Romeo-Juliet, Rose-Jack have been immortalised. Yet there is one love story that happens in every balcony of India since years, that has been unrecognised and untold.
Presenting a film that stays faithful to PM Modi’s clarion call for being ‘Atmanirbhar’ and also for the country’s spirit of staying safe. A film about THE UNTOLD LOVE STORY – CHAI & BARSAAT.
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The intertwining of rains and a warm cup of tea is an integral and unmissable part of the Indian landscape. We cannot think of one without the other. So, as a part of self-expression and a passion, Scarecrow M&C Saatchi decided to bring this romance to the forefront this monsoon season.
Adhering to the spirit of ‘Atmanirbhar’, we created the entire film from scratch, in-house, literally. Right from ideation, scripting, direction, shooting, sound recording, sound engineering and post-production, everything has been done in the houses of the team.
The narration-based film beautifully captures the emotions of Chai and Barsaat, from the viewpoint of the shy Chai and her restlessness to meet the love of her life who appears once every year for 4 months. Chai shares her angst of waiting, the joy of hearing the arrival of her beloved and celebrating romantic moments with Barsaat.
Nidhi Bisht, the powerhouse behind the hit Bollywood film Dream Girl (2019) and also famous for her roles in Bisht, Please!, Kanika, Bachelors by TVF, voiced the character of a blushing Chai who reminisces about her love, Barsaat.
The official Launch Poster of the film features a captivating oil-painting done by the award-winning Mexico-born artist, Paul Bond, who is a maestro of blending surrealism with realistic atmospheres.
Manish Bhatt, Founder Director, Scarecrow M&C Saatchi, said “Chai & Barsaat is an eternal love story that everyone cherishes but few recognise. We found the opportunity to capture it for everyone to see and appreciate. And since the entire film was created entirely in-house, it gave us a firsthand opportunity to understand, celebrate and share this untold, novel love story.”
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.
