Pidilite Industries’ latest Fevicol television commercial, ‘Kursi Pe Nazar’, captures how the humble chair transcends its role from just a furniture piece to becoming a symbol of aspiration and authority across homes, offices and institutions. The film shows how, in Indian society, who sits on a chair, who waits for it and who eyes it often signal shifting equations of ambition, influence and progression. Significantly, ‘Kursi Pe Nazar’ is the final Fevicol campaign ideated by the late advertising legend Piyush Pandey — the core thought being his, and now executed by his team. The film reinforces the brand’s philosophy of strong bonds through a uniquely Indian behavioural insight.

Endless choice

Amazon India’s new campaign for its ‘Aur Dikhao’ platform, brought to life by WPP, reinforces the e-tailer’s position as the go-to destination for endless choice, trend-forward selection and great value for everyday shopping needs. Built on the simple yet deeply human insight that consumers rarely settle at the first option and instinctively ask for more, ‘Aur Dikhao’ transforms a familiar phrase into a powerful commerce behaviour platform. It captures the joy of discovery, the desire for better choices and the expectation of finding style and value within budget. Reimagined for a new generation of shoppers, the campaign launches across Hindi, Tamil, Telugu, Kannada, Marathi and Bengali with culturally rooted storytelling tailored to suit regional audiences.

The emotion of gifting

CaratLane’s Mother’s Day campaign featuring Yami Gautam Dhar focuses on the emotion of gifting. The campaign introduces a dual-gifting idea — buying a diamond for one’s mother while also purchasing something for oneself. The campaign, which feels personal and relatable, focuses on occasion-led jewellery purchases, positioning Mother’s Day as a moment for both gifting and self-purchase.

First at the table

In most households, mothers are usually the last to sit down for meals. But is it always out of sacrifice? Could it simply be because she craves that one quiet moment to savour her meals after tending to everyone else in the family. This Mother’s Day, Badshah Masala set out to gently challenge this routine. Conceptualised and executed by Tonic Worldwide, the ‘Maa First’ campaign has popular influencers such as Seema Marathe, Ansh Dhote and Sonia Kotak’s daughter recreating their mom’s favourite dishes and serving them first — flipping the script to show just how much she is valued.

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Published on May 4, 2026