Ogilvy & Mather maintains the tone of humour in the storyline to reiterate Fevicol Marine’s strong adhesive bond properties in water
BestMediaInfo Bureau | Delhi | September 18, 2012
Adhesives brand Fevicol has rolled out a new TV campaign for ‘Fevicol Marine’, a specialised waterproof adhesive that protects furniture from de-bonding even when exposed to water. In the new TVC developed by Ogilvy & Mather, the communication is more than just functional, and has kept in line with Fevicol’s communication tone and humour. The TVC reinforces the promise of a strong bond that Fevicol Marine provides even in water in the unique Fevicol fashion.
The first commercial for Fevicol Marine had gone on air around two years ago. The film stirred up nostalgia by borrowing from one of the most famous Fevicol ads, the one that featured the ‘Dum laga ke haisha’ tagline. This time the tug of war wasn’t happening on land, but in the backwaters of Kerala. Since Fevicol Marine promises a strong bond even in water, it made for a fitting commercial.
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “Fevicol Marine is a revolutionary product that provides a very strong and durable bond even when exposed to water. In the last two years, the brand has evolved to successfully create a niche waterproof adhesive category and strengthen the overall brand equity of the mother brand Fevicol. Following a successful campaign with the last creative, we wanted to highlight the strength and brand promise in an entertaining and humorous manner that has become synonymous with Fevicol advertising.”
Jayaraj further said, “With the help of the new creative, the brand has embarked on a new journey of becoming the ideal adhesive for waterproof plywood and damp areas like kitchens, etc.”
The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.
Commenting on the concept, Piyush Pandey, Executive Chairperson and Creative Director, Ogilvy & Mather South Asia, said, “Keeping in mind the tone and manner that Fevicol has had for the last 20 years, the Fevicol Marine ad captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been.”
The ad will be aired across key markets including the entire Hindi-speaking belt and supported by regional channels in South India, West Bengal, Maharashtra and Gujarat for four to five weeks starting mid-September. The communication will be extended through various BTL activities such as outdoor advertising, high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification programme, contractor contact programmes and Marine Shoppee among other elements.
The storyline is interesting and effectively brings home the brand promise. A boatman, somewhere in the rural hinterland, sets out in his boat to a nearby city. His boat is filled to capacity with wooden chairs. As he rows through the serene waters, an old man waves out to him, almost as if he wants to hitch a ride. Since there’s no room on the boat, the boatman subtly gestures to the old man that he can’t take him on board. Just then the old man clarifies that it’s not him who wants a ride but his young daughter. The boatman suddenly stops the boat.
When he sees the beautiful daughter, he decides to offer her a ride at any cost. He kicks a stack of chairs into the water and makes room for her. The girl quickly points out towards her goat. So the boatman throws more chairs into the water. Once again the girl points out towards a huge hay stack. Soon all chairs are kicked out of the boat. And the boatman happily continues his journey, ferrying the girl, her goat as well as the hay stack.
But he hasn’t actually got rid of the chairs. He’s tied them to the boat with a rope, unperturbed by the fact that the wooden furniture is submerged in water. The film ends with a voiceover which brings forth the brand promise: ‘Fevicol Marine. Wohi mazboot jod, paani mein bhi’.
Creative Agency: Ogilvy & Mather, Mumbai.
Client: Pidilite Industries (Fevicol)
Fevicol Marketing Team: Vishal Malhan, Mayank Krishna, Sudhir Rao, Mainak Dutta
Creative Team: Piyush Pandey, Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav
Account Management: Vivek Verma, Preetish Gupta, Ramanathan Sridhar.
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
Music Director: Dhruv Ghanekar
Singer: Kartik Das Baul