Created by Ogilvy & Mather, the TVC, launched during the India-Pakistan ICC World Cup match, takes a witty perspective on human bonding
BestMediaInfo Bureau | Mumbai | February 17, 2015
Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new TVC titled ‘Todo Nahi Jodo’. The TVC launched on February 15, 2015 during the much anticipated India-Pakistan ICC World Cup match. Ogilvy has incorporated humour in the campaign to highlight the message of peace and harmony using the theme of bonding.
Commenting on the campaign, Piyush Pandey, Executive Chairman & Creative Director, South Asia, O&M, said, “Fevikwik is about solving problems. Fevikwik is about bonding. Fevikwik is about bringing a smile on the face of everyone in the world.”
The film ‘Parade TVC’ opens at the Wagah border, where one soldier each from India and Pakistan are shown marching, each trying to outdo the other. As both the soldiers go through their robust marching routine, the sole of the Pakistani soldier’s shoe peels off. Fearing loss of face, even as the crowd on both sides of the border look on, the Pakistani soldier looks towards his Indian counterpart for help. The Indian soldier waves about his arms in a flurry of movement, following which the shoe is shown as being fixed. A slow motion replay reveals that the soldier has in fact pulled out a tube of Fevikwik and mended the shoe instantly, the action which got hidden by the speed of his movements. The march continues and the soldiers salute each other, at which point a super appears on the screen while a voice-over says, ‘Fevikwik Todo Nahin, Jodo!’ The TVC will be aired during the ICC World Cup tournament across key Hindi speaking and regional markets.
Vivek Sharma, Chief Marketing Officer, Pidilite Industries, remarked, “Fevikwik as a brand is known for its instant adhesion quality. In line with Pidilite’s tradition of using humour in its advertising, the new TVC takes a witty perspective on human bonding. We launched the campaign with the India-Pakistan match at the World Cup 2015 because cricket, like Fevikwik, bonds people together. We believe the new Fevikwik TVC elevates the brand attribute of bonding from a functional to emotional level.”
Agency: Ogilvy & Mather, Mumbai Creative team: Piyush Pandey, Anurag Agnihotri, Nasrullah Husami, Saurabh Dixit Account Management: Vivek Verma, Vishal Bijlani
Director: Prasoon Pandey Production House: Corcoise Films