SOFA

Silver Spike
TitleSOFA
BrandPIDILITE INDUSTRIES
Product / ServiceFEVICOL
CategoryA04. Production Design / Art Direction
EntrantOGILVY INDIA Mumbai, INDIA
Idea Creation OGILVY INDIA Mumbai, INDIA
Production CORCOISE FILMS Mumbai, INDIA

Credits

Name Company Position
Piyush Pandey Ogilvy Executive Chairman & Creative Director, South Asia
Prasoon Pandey Corcoise Films Pvt. Ltd. Director
Cyrus Pagdiwala Corcoise Films Executive Producer
Cyrus Pagdiwala Corcoise Films Pvt. Ltd. Executive Producer

Write a short summary of what happens in the film.

The task was to celebrate 60 yrs. of existence of FEVICOL- furniture adhesive. FEVICOL's communication has always been deeply rooted in Indian culture, so we had to find an endearing story in that ethos. The film captures the changing fabric of life in India through the journey of a Sofa being passed down generations. 60 years ago, the Sofa comes as dowry with Mr. A’s bride, neighbors call it “Mrs. A’s Sofa”. Later, it is refurbished and given as dowry at her sister-in-law’s wedding. It becomes “Mrs. B’s Sofa”. Mrs. B’s daughter-in-law raises the upholstery. It becomes “Mrs. C’s Sofa”. Her daughter elopes. Sofa becomes “Lovebird’s Sofa”. It sees quakes and floods come and go, relationships evolve, bonds grow. It was young once and is still in its prime, this sofa is enjoying the test of time.

Cultural / Context information for the jury

It was common in India to give dowry when getting a girl married. Dowry could include furniture too. If one could not afford to buy new furniture, they would refurbish old one to give as dowry. With time marital relationships became more equal. The film observes this shift of balance in relationships, through the eyes of a sofa that has witnessed India change from colonial days to digital age.

Tell the jury about the production design / art direction.

The idea was to capture the nation as it transitioned through time, through the narrative of a sofa being passed on from generation to generation. The production design played a role in bringing this passage of time to life, taking people down memory lane designing elements for visuals from their past and present. Every single frame was thought through, keeping in mind the visual nuances of a nation's changing landscape over the years.

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