Nilkamal focuses on its core, the OG plastic chair and gets contextual with elections

Nilkamal, in collaboration with The Womb, has launched an AI-generated brand film that reaffirms the brand’s identity through metaphorical storytelling. The film aims to reconnect audiences with what made Nilkamal iconic — its dependable, widely recognised plastic chair — while positioning it as a symbol of strength, stability and composure.

In the film, Nilkamal draws a parallel between its enduring product and the cultural significance of the ‘kursi’, a familiar symbol in Indian life, particularly relevant during the ongoing election season. The campaign, titled ‘Yeh Kursi Hai Mahaan’, pays tribute to the people who have trusted Nilkamal’s products for generations and highlights the brand’s legacy of resilience and reliability.

Parekh, joint managing director at Nilkamal, stated that the campaign celebrates the culture and character of India while reflecting the brand’s sense of responsibility. He said, “We wanted to take a bold step and celebrate the culture of our land by giving a tribute to the people who have trusted us for generations. ‘Yeh Kursi Hai Mahaan’ reflects the strength, resilience and everyday character of India.”

Heval Patel, chief operating officer at The Womb, noted that although Nilkamal has diversified into multiple verticals, the brand’s strongest association remains with its original product — the plastic chair. Patel explained that the film revisits that core identity through a contemporary storytelling approach, serving as both a tribute and a reminder of Nilkamal’s heritage.

Suyash Khabya, chief creative officer at The Womb, added that using AI allowed the team to amplify their creative vision and give the film a distinct visual identity. Narrated by Jameel Khan, the film merges cultural relevance with technology to create a simple yet striking piece of communication.