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Fevicol shows yet another bonding theme

Created by Ogilvy & Mather, the ‘Govinda’ ad based on the famous ‘dahi-handi’ celebrations, plays on the importance of teamwork and bonding

Aanchal Kohli | Mumbai | February 23, 2016

Fevicol-new Click on the image to watch the TVC.

Fevicol, known for its humorous and endearing advertisements, has rolled out a new ‘Govinda’ themed television commercial based on the ‘dahi-handi’ celebrations to reinforce universal bonding that Fevicol has come to stand for.

Conceived and developed by Ogilvy & Mather, the TVC highlights how strong bonding and teamwork are central to forming the several storey high human pyramid that characterizes ‘dahi-handi’ celebrations. Through the trademark ‘humour’ that Fevicol ads are known for, the TVC reinforces the promise of strong bonding that binds people to their culture, strengthening Fevicol’s positioning of being the ultimate adhesive.

Piyush Pandey Piyush Pandey

Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather South Asia, said, “Fevicol has always stood for ultimate bonding – bonding beyond its physical manifestations, bonding of culture and humanity. The new film takes the festival of Govinda (Lord Krishna’s birthday) which is celebrated across the country by people making human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis or Gopikas, which in Sanskrit refers to a person in charge of a herd of cows. Fevicol with its tongue and cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.”

Vivek Sharma, Chief Marketing Officer, Pidilite Industries, said, “Over the years Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”

The storyline

The film opens with a Govinda Mandal group gearing up to form a pyramid to break the dahi-handi suspended at a height. The neighbours are cheering them on as they try to reach for the pot. Typically, they lose balance and the pyramid falls apart. But something unusual happens here: the boy at the top breaks it in one go and the formation remains intact.

A small boy points at a direction and in no time the pyramid starts moving there. The pyramid passes through the narrow lanes effortlessly, as if it were a single unit held by a strong bond. They go on to break the next dahi-handi and the film ends when a boy splashes water on a guy. It washes off the colour on his back and reveals the Fevicol logo on his T-shirt.

The creative scorecard

KV Sridhar KV Sridhar

KV Sridhar, ?Chief Creative Officer India at SapientNitro, said, “The commercial is very well crafted. It highlights the original concept of the most famous dahi-handi celebrations. Creatively the commercial holds a high value. Fevicol’s advertisements have always been charming and creative and once again they have stolen the show with this one.”

Ashish Chakravarty Ashish Chakravarty

Ashish Chakravarty, National Creative Director, Contract Advertising, commented, "The advertisement is well crafted and created. I don't think it is as classic as the earlier advertisements of Fevicol. The concept is nice and is made really well but there is something that is missing."

Raghu Bhat Raghu Bhat

Raghu Bhat, Founder, Scarecrow Communications, said, "The challenge for Fevicol has always been to depict the dimension of ‘jod ' (bonding) in a creative way. They have always used this concept in all their campaigns and this time too they have very creatively used the same by using the actual Indian concept. The best part is the way the branding is done. It is very subtle and does not showcase the brand everywhere. The art of the campaign speaks for itself."

The TVC:



Client:  Fevicol Marketing Team

Agency: Ogilvy & Mather, Mumbai

Creative: Piyush Pandey

Account Management: Vivek Verma, Vishal Bijlani, Ankit Shastri

Director: Prasoon Pandey

Production house: Corcoise Films

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