Fevicol's elephant mascots are back to celebrate Diwali
In the third festival series campaign with the animated mascots, Ogilvy & Mather has brought out togetherness in the spirit of Diwali
Sohini Sen | Mumbai | November 1, 2013
The animated elephant duo from the Fevicol camp is back for the festive season. After two popular campaigns for Raksha Bandhan and Navratri, Fevicol has brought out the third ad in the series to celebrate Diwali.
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “We are happy to present the third TVC in our 'Judh Jayein Tyohaar Pe' festive series. We have received positive feedback for our earlier commercials on Rakhi and Navratri and hope Diwali TVC also draws similar response. Picking out simple events of life, marrying these with the brand's message and incorporating it in such a manner that the audience can find connect with the brand's message has been the philosophy of all our campaigns and so has it been for our festival campaigns. We are happy to subtly remind our audiences that Fevicol would 'stick' around and bond with them on all festive and joyous occasions.”
The third edition of the campaign developed by Ogilvy & Mather takes the communication a step further to reinforce the 'strong bond of togetherness'. The clever use of the Fevicol mascots – the Elephants – with an interesting route of animation advertising brings the elephants to life and has helped in strong consumer connect. The animated elephants have maintained the wit and humour quotient as always in a typically Fevicol way.
The TVC shows one elephant trying to light a firecracker, but he is scared. When he finally gets his courage, we hear the other elephant sniggering. The video shows the second elephant has slyly already lit the much impactful 'rassi' (rope) bomb right on his back. There is a loud noise and bright Diwali colours as the elephants go back to forming the Fevicol logo.
Piyush Pandey, Executive Chairperson and Creative Director, Ogilvy & Mather South Asia, said, “Fevicol has never shied from experimentation or been risk averse. We wanted to give animated life to our elephants and are happy to already see fondness growing for them and capturing places in the minds of the audience.”
The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoor and increased visibility at trade outlets, they are also executing a number of demand generation initiatives to reap maximum advantage from the new 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 program, contractor contact programmes among other elements.
The ad will be aired on ATV channels across key Hindi speaking markets from November 2 to November 4, and also on sports channels during the India-Australia ODI on November 2.
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