The TV campaign created by O&M that broke over the weekend continues to be humourous and quirky, a tradition set by Fevicol commercials over the years
Neha Saraiya | Delhi | February 27, 2012
In keeping with the times when consumers demand everything at the drop of a hat, be it a pizza or a book delivery, Fevicol has launched a new product, Speedx, that acts as a quick-sticking solution. Based on the 'nano magnet technology', the premium white adhesive provides the handling strength in just two hours compared with six to eight hours taken by any other adhesive. Pegging this 'instantaneity' as the USP of the product, Ogilvy & Mather has devised a new campaign for the adhesive brand.
The film opens at a stereotypical furniture workshop where the shopkeeper receives a call. The man at the other end places an order for a bed, with some specifications like 'King-size' and 'Austrian cream colour laminate'. While the caller is busy belting out the details of the bed, the shopkeeper keeps on repeating the particulars of the caller's order to his carpenters. Towards the end of the call, the caller enquires about the delivery of his bed. Much to his surprise, in the very next shot the shopkeeper appears at his house holding his cellphone along with the new bed with the help of three delivery boys! There is surprise written all over the customer's face. The film ends with the voice-over 'Wahi Mazboot Jod, Fatafat'.
Talking about the product positioning, Vishal Malhan, Chief - Marketing, Fevicol Division, Pidilite, said, “As a market leader, Fevicol always strives to bring innovative solutions which are in line with changing trends, tastes and preferences of consumers. In this fast-paced world, speed matters more than anything else. The integrated marketing campaign and the launch of Fevicol Speedx's first TVC is in line with the strategic direction to create a fast-setting adhesive category in the premium white adhesive space. We are sure consumers will enjoy the new creative and appreciate the proposition of Fevicol Speedx in bringing speed to furniture making.”
Commenting on the concept, Abhijit Avasthi, National Creative Director, Ogilvy & Mather, said, “It is always very challenging to launch a product variant and if it is Fevicol, it gets even tougher. Fevicol Speedx, as the name suggests, bonds faster than the regular Fevicol SH. The communication is around speediness of the product. The communication yet again is humourous and quirky, a tradition set by Fevicol commercials over the years.”
This fast-setting adhesive will be promoted through an integrated marketing campaign including above the line and below the line activities. The company will also undertake a mass media campaign including TV advertisements supported by ground level activation and various consumer outreach programmes during March-April 2012. Various initiatives involving the trade and users will be undertaken to establish the product proposition of “bringing speed in furniture making”. All user centric activities have been planned with the objective of building rapid awareness and inducing trial by the carpenter/contractor community. For driving awareness at user level, the company is also leveraging more than 45,000 of its Fevicol Champion Club members across more than 120 towns.
The 'Phone call' TVC has three versions of 25, 10 and 5 seconds that will be released in due course.
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