MAM
The Hype Studio teams up with Kaydence to amplify advocacy in PR
MUMBAI: The Hype Studio is adding fresh firepower to its advocacy game. The fast-growing communications consultancy has struck a strategic partnership with Kaydence Media Ventures to sharpen its leadership in bespoke PR while unlocking new frontiers in the Middle East, Africa and Asia-Pacific.
Known for its agile, insight-driven approach, The Hype Studio has carved a reputation as one of India’s most ambitious players in public relations. By aligning with Kaydence Media Ventures, the firm says it is ready to blend creativity with precision-led execution to deliver campaigns that cut through policy, business and cultural complexity.
“At Kaydence Media Ventures, we believe in aligning with partners who share our commitment to excellence and innovation in storytelling,” said Kaydence Media Ventures, managing director and chief executive, Savio Rodrigues. “Our partnership with The Hype Studio reflects a shared vision to elevate advocacy communications with a balance of creativity, strategy and measurable impact.”
For The Hype Studio, the tie-up is more than a handshake. “This partnership marks a significant milestone in our journey,” said director of business and strategic partnerships, Aman Uppal. “Kaydence Media Ventures’ proven expertise perfectly complements our own, enabling us to craft campaigns that champion causes, drive conversations and deliver transformative results.”
The consultancy has made its name by fusing agility with polish, consistently setting benchmarks in client-centric advocacy and communications. With this deal, it looks set to widen its canvas, scale its influence, and entrench its position as a trusted counsel for brands seeking not just visibility but impact.
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.
