Fevicol rings in festive season with 'Judh jaye tyohar pe' campaign

Conceptualised by O&M, the new campaign extends the idea of bonding from just the adhesive to emotional bonding using animated elephants, the brand's mascots

Sohini Sen | Mumbai | October 9, 2013

Click on the image to watch the TVC.

Fevicol has chosen the festive season to extend its brand campaign with a cute and short animation video. Giving its brand proposition of bonding a new meaning, Fevicol has named the current campaign 'Judh jaye tyohar pe' (bond over the festive season).

Fevicol's ongoing campaign, as well as earlier campaigns, has always been about bonding and strength. However, that was from the point of view of a bonding agent. But the new campaign by Ogilvy & Mather talks about human bonding from an emotional perspective. The campaign features two animated elephants in order to stay true to the brand mascots. The animated elephants have maintained the wit and humour quotient in the typical Fevicol way of communication. The TVC reinforces the promise of a strong bond of togetherness on the festive occasion of Navratri.

Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “The success of Fevicol's communication lies in its earthiness and its ability to break the clutter and connect with its audiences using the wit and humour quotient. Most of our advertising bases the core product benefit as the centre point of our communication in an extremely creative and yet simple way. Post 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 the Fevicol's animated elephant mascots.”

The value of the ad lies in its simplicity to convey the core product proposition and has pushed the envelope further. The 10-second TVC opens with two elephants fighting over a cane of sugar. However, in that tug of war the cane breaks. As soon as that happens the sound of Navratri beats comes from a nearby loudspeaker. The elephants, who generally have great memory as legend goes, forget their fight and start dancing dandiya with the canes. The voiceover announces the festive season.

Commenting on the creative concept, Piyush Pandey, Executive Chairperson and Creative Director, Ogilvy & Mather South Asia, said, “Fevicol has always innovated around topical events to reinforce their brand message while making the consumers smile at the same time. This is yet another example of how Fevicol 'Judh Jayein Tyohar 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 ad will be aired across key Hindi-speaking markets from October 8-13 including during India-Australia ODI.

The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoor and increased visibility at trade outlets, Pidilite is also executing a number of demand generation initiatives to reap maximum advantage from the TVC. The communication will be extended through various digital promotions and BTL activities such as high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification programme, among other elements.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client Team: Fevicol Marketing Team

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

Sohini.Sen@BestMediaInfo.com

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