The new TVC, developed by O&M, rides on the ongoing election bandwagon subtly, imbibing the brand messaging in the script
BestMediaInfo Bureau | Mumbai | April 17, 2014
Fevicol, the largest selling brand of adhesives in India, has rolled out a new, witty TV commercial reflecting upon the current prevailing election environment in the country. Continuing its strategy to develop communication based on situations, the new TVC, developed by O&M, rides on the ongoing election bandwagon subtly imbibing the brand messaging in the script.
The communication is more than just functional, and has kept in line with the brand proposition of strong bonding. Titled ‘Crazy Chairs’, the TVC brings a unique and humorous take on the election scenario with the help of carpenters and contractors. It builds on earlier ads where Fevicol used day-to-day situations in a funny way to communicate the brand message.
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “Most of our advertising bases the core brand proposition of ‘strong bonds’ in an extremely creative yet simple way. Our previous TVCs on Fevicol have aimed at exploring situations where this proposition can be communicated in a memorable and consistent way. In this TVC, we have experimented with the elections. We believe this new communication takes our brand ahead, and stands out.”
Piyush Pandey Executive Chairperson & 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 ‘Crazy Chairs’ TVC captures the atmosphere created by the General Elections in the country. It borrows the excitement and interest of a common man and thereby creating a sync with the audience.”
The TV campaign will be an integrated campaign including outdoors and digital. In addition, Pidilite is also executing a number of demand generation initiatives for Fevicol to support this campaign. The ad will be aired across key markets including entire Hindi-speaking belt for a month starting April 16, 2014.
The Chair – it is the root of power and control. This chair is at the centre of every conversation today, as people are taking unprecedented interest in this General Election. With no clear favourite, it is anyone's guess who will win this election. There is only hope that whoever wins will stick to the chair and do good work.
With a carpenter's workshop as the setup, the ad shows different chairs that bring alive the conversation that everyone in the country is having: Who will sit on the coveted chair? In typical Fevicol brand communication style, the ad features three unique chairs, bringing alive the diversity in today's political scenario. The film ends with the hope that the coveted chair be made with Fevicol so as to serve the nation for a long time.
Creative Agency: Ogilvy & Mather
Creative: Piyush Pandey
Account Management: Vivek Verma, Vishal Bijlani, Bindi Kanakia
Director: Prasoon Pandey
Production House: Corcoise Films
Producer: Cyrus Pagdiwala