AD Agencies
Tribes Communication wins big laurels at Dragons of Asia 2024
Mumbai: At the 24th Dragons of Asia 2024 Awards on 18 October in Kuala Lumpur, Tribes Communication, a marketing communications agency, was named India’s top agency and ranked second in Asia. This recognition was based on Tribes’ collaboration with partners, winning the Blue Dragon for best campaign in India and Gold Dragons for best brand loyalty campaign and best marketing discipline campaign.
Tribes and its partners won eight awards, including two Silver Dragons for best product launch and best use of media, and three black dragons for best brand loyalty campaign, best innovative idea, and best small budget campaign.
The Dragons of Asia Awards are renowned for recognising the best marketing communications work across the APAC region, with a focus on creativity that drives tangible business results. Tribes Communication’s triumph, reflects its dedication to producing groundbreaking campaigns across diverse sectors.
Tribes Communication MD & CEO Gour Gupta said, “We are extremely happy to have been bestowed with this double honor at the Dragons of Asia 2024. This is a special moment for us as it is a celebration of our incredible campaigns that have earned accolades across different categories. It is a testament to the power of collaboration with our partners and clients and the hard work of our teams and has enabled us to deliver winning campaigns consistently.”
The Dragons of Asia director, Mike Da Silva said, “This year’s international Judging Panels, representing 22 Countries, reported that the 24th Dragons of Asia Programme generated a quality of entries never seen before. Along with winning multiple awards – including the prestigious Blue Dragon for the best campaign in India, as well as Gold, Silver, and Black Dragon recommendations – Tribes ranked number one in India and second in Asia, making them standout agency of the year.”
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.
