The film reimagines Nilkamal’s legacy through a modern, AI-driven lens, symbolising strength, stability, and the everyday Indian spirit.
Nilkamal, in partnership with The Womb, has launched an evocative new campaign titled ‘Yeh Kursi Hai Mahaan’, reigniting nostalgia around its most recognisable product – the classic plastic chair. The AI-generated brand film draws parallels between Nilkamal’s enduring presence and the symbolic “kursi” of power, resonating deeply in the backdrop of India’s election season.
Video Link: https://www.youtube.com/watch?v=xDbg5936VlQ
Through powerful storytelling and AI-enhanced visuals, the campaign positions Nilkamal as a metaphor for strength, resilience, and calm, while celebrating the brand’s long-standing relationship with Indian households and institutions.
Speaking about the campaign, Parekh, Joint Managing Director, Nilkamal, said, “We wanted to celebrate the culture and character of India by paying tribute to the people who have trusted us for generations. ‘Yeh Kursi Hai Mahaan’ is more than a campaign – it’s a reflection of India’s strength and spirit. As Nilkamal continues to expand across homes, workplaces, and institutions, this film reinforces our responsibility as a brand that truly serves the nation.”
Conceptualised and executed by The Womb, the campaign blends Nilkamal’s legacy with a tech-forward creative approach. “Nilkamal’s plastic chair has always been its most iconic symbol,” said Heval Patel, COO, The Womb. “While the brand has diversified into new categories, we wanted to return to the core that built its identity. Using modern storytelling tools like AI, this film serves as a tribute to that legacy – a reminder of where it all began.”
Adding creative insight, Suyash Khabya, CCO, The Womb, noted, “India thrives on cricket and politics – and in this election season, context was everything. We juxtaposed the humble Nilkamal chair, the ‘original kursi,’ with the political kursi. Rather than a traditional shoot, we turned to AI, which amplified our vision and gave the film a striking visual personality. With Jameel Khan’s voice adding warmth and texture, the result is a simple yet unforgettable idea.”
Campaign Credits:
Client: Nilkamal Pvt. Ltd.
Brand: Nilkamal Plastics
Team: Pankaj Kapoor, Vijay Kasbe
Agency: The Womb
- Co-Founders: Kawal Shoor, Navin Talreja
- COO: Heval Patel
- CCO: Suyash Khabya
- Account Management: Shamima Pereira, Reuel Edke
- Creative: Rohit Sharma, Makarand Berde, Pravin Magraj
- Planning: Sneha Raina, Ipshita Khan
Production House: Gobo Films
- Director: Hridaye Nagpal
- Producers: Nishant Tahilramani, Vishal Balsara
- Voice Over: Jameel Khan
