The Ogilvy ad film will be the longest by Fevicol ever and will be aired on GECs, digital platforms and will be supported by radio and cinema

To celebrate 60 years of operations, Fevicol has unveiled a new campaign that captures its bonding qualities. Conceptualised by Ogilvy, Pidilite’s creative agency partner for over three decades, the new TV film highlights the Fevicol’s journey over the years in its typical human and humorous fashion.

The film showcases the strength of Fevicol while drawing parallels with the changing paradigms of Indian social and cultural scenario. The campaign goes on air on August 23.

Bharat Puri, MD, Pidilite Industries Ltd, said: “Fevicol is one of the rare adhesive brands to feature in the most trusted brands in Indian households. It is loved by Indians for its reliable performance as well as its earthy, humorous and contemporary advertising. The 60-year Fevicol campaign celebrates its unbreakable bond with generations of Indians.”

Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, said: "To me, Fevicol is not just an adhesive, but a cultural glue that salutes the people of India. Fevicol as a brand, has followed this principle for 60 years. Advertising came into the picture much later. The 60-year TV ad and the entire communication salutes the carpenter and her or his craft. Fevicol is the message. Ogilvy is only the messenger."

The new film takes the audience on a journey of multiple generations through a perspective of a sofa. The spot opens in the old era where we see a newly wedded couple heading home with a gifted sofa. As the story progresses, we see the sofa being handed over from one family to another, one generation to another. The same is complimented through a peppy background score in UP dialect. It showcases how the sofa has witnessed various events through its lifetime yet it’s going strong. The closing visuals takes us through the making of the sofa and how Fevicol is integral to making any furniture.

The ad film will be the longest by Fevicol ever and will be aired on leading GECs, digital platforms and will be supported by radio and cinema. For the first time ever a brand’s advertisement will be placed as content on OTT platforms like Hotstar, Sonyliv and Zee5.

Madison Digital has designed the strategy to spread the footprint of this video across various digital touchpoints. The booster plan is built to make sure it touches 1/4th of the internet population on the day of launch itself. Additionally, seeding an ad film as a part of native content across top OOTs is first of its kind.

Fevicol has adopted a unique and bold marketing ways and is known for its innovative and quirky marketing and communications strategy. The brand engaged with the customers at multiple platforms to educate and create awareness.

In 1997, Fevicol released its first TV ad – ‘Dum laga ke haisha’, featuring filmmaker Rajkumar Hirani and that was just the beginning. While the initial stages of its advertising focused on the functional aspects, it later advanced to humorous real-life scenarios and contextual references. Some of Fevicol’s memorable and iconic ads include ‘Egg’, ‘Vagabond’, ‘Dum Laga Ke Haisha’, ‘Moochwali’, ‘Bus’ and ‘Train’ spots. Its consumer engagement initiatives such as Free store, Fevicol Room at Lalbaugcha Raja, Kumbh Mela activity, Fevicol Runners at Mumbai marathon have been memorable for their peculiar approach.

Fevicol uses topical and quirky creatives on digital media, including platforms like Instagram, Twitter and Facebook, to further enhance its iconic imagery on creative advertisements among younger audience. Be it the latest episode of ‘Game of Thrones’ or a trending topic like the #10YearsChallenge, the brand adapts the ‘Mazboot jod’ proposition in context of these topics to make it interesting for the audience.

(Courtesy: exchange4media)