The TVC conceptualised by Ogilvy India is fun and conveys the message that inspite of duplicate stick-on glues, Fevistik will always be the original
BestMediaInfo Bureau | Mumbai | August 21, 2014
Before the entry of Fevistik, who would have imagined that sticking can also be fun and non-messy? Owing to its ease of use, the brand gained immense popularity in schools, colleges and offices and soon became the market leader in its category. Fevistik recently unveiled a TVC to reinforce in people’s minds that despite the many ‘look-alike’ stick-on glues in the market, Fevistik will always remain the original one.
The TVC has been conceptualised by Ogilvy India in a fun and entertaining way, chiding shopkeepers who have been handing away ‘look-alikes’ in spite of the consumer’s demand for Fevistik.
The 30-second TVC titled ‘Fevistik Fake Hero’ starts with a fake hero trying hard to impress the shopkeeper by somersaulting his way into the stationery shop, but ends up banging his head on the wall. After a series of failed stunts, he asks the shopkeeper for Fevistik. But the shopkeeper gives him some other glue stick. He takes offence on being offered a duplicate and accepts only the original Fevistik from the shopkeeper.
Abhijit Avasthi, National Creative Director, Ogilvy & Mather, said, “The challenge before us was to make sure that people insist on buying only the original glue stick Fevistik from the shopkeeper and not fall for local imitations. And what better way to drive the point than showing that even duplicates reject the fake glue stick and demand only Fevistik. The new commercial with the fake superhero delivers this message in an entertaining manner.”
Apart from the TVC, on-ground activations and branded digital content are also on the anvil.
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “Fevistik is a market leader in the glue stick category and enjoys significant top of mind recall. It is the only glue stick brand which consumers remember and recall. The new communication aims at reiterating the same and encouraging consumers to make the right decision when it comes to choosing the glue stick. The communication also aims at educating consumers to be aware of look-alike products. We believe this new communication takes our brand ahead and stands out in an entertaining manner.”
Client: Pidilite Industries
Creative Agency: Ogilvy & Mather, Mumbai
National Creative Director: Abhijit Avasthi
Executive Creative Director: Anurag Agnihotri
Senior Creative Director: Ashish Naik
Creative Director: Saurabh Dikshit
Associate Creative Director: Ramchandra Patil
Art Director: Abhijeet Patil
Vice-President: Vivek Verma
Management Supervisor: Vishal Bijlani
Group Account Manager: Bindi Kanakia
Production House: Corcoise Films