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Fevicol launches animated TVC series starting with Raksha Bandhan

Conceptualised by O&M, the campaign reiterates the core proposition of ‘bonding’ as part of the ‘Judh Jayein Tyohaar Pe’ communication

BestMediaInfo Bureau | Mumbai | August 20, 2013

Click on the image to watch the TVC.

Fevicol, the largest selling brand of adhesives in India, has rolled out a new TV campaign series to stay connected and strike an emotional cord around contemporary festivals. In the TVC, conceptualised and developed by O&M, Mumbai, the communication is more than just functional, and has kept in line with product attribution, especially with the use of the Fevicol mascots – the elephants.

In a departure from its humour-based campaigns in recent times, Fevicol has this time taken the interesting animation route advertising and brought its elephants to life. The animated elephants have maintained the wit and humour quotient in the typical Fevicol fashion way. The TVC reinforces the promise of a strong bond of togetherness on the festive occasion of Raksha Bandhan.

The ad film kicks off with two animated elephant characters running playfully. They jump and leap trying to abscond secretly. What follows in another frame is the sister elephant holding a rakhi looking for her two elephant brothers in exasperation. The elephant brothers watch impishly and then go back to form the Fevicol logo (trademarked for Fevicol – The Ultimate Adhesive).

The value to the advertisement lies in its simplicity to convey the core product proposition and has successfully hit the nail right. This advertisement has been pathbreaking in a clutter of glamorous ads.

Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “Most of our advertising bases the core product benefit as the central point of communication in an extremely creative and yet simple way. Following the 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. We believe that we have done the same with Fevicol’s animated elephant mascots. This manifestation of the thought is core to the way most of Pidilite products advertise. This new communication takes our earlier one ahead, and stands out in a highly competitive environment.”

Jayaraj further said, “With the help of the new creative, the brand has embarked on a new journey of becoming the household name for bonding and togetherness.”

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 21 years, the ‘Fevicol Judh Jayein Tohar Pe’ ad captures the festive spirit of India, borrows the flavour of playfulness, vigour and dynamism and therefore becomes a unique part of the festive fabric of India.”

The TV campaign will be supported by an integrated digital 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 from the animation TVC.

The ad is being aired across key Hindi-speaking markets from August 17-20, 2013. The communication will be extended through various digital promotion plans and BTL activities such as high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification programme, and contractor contact programmes among other elements.

The TVC:



Agency:  Ogilvy & Mather, Mumbai

Creative team: Piyush Pandey, Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav, Chirayu Palande

Account Management: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar

Director: Vaibhav Kumaresh


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