Fevicol has rolled out a new witty TV commercial to reinforce its product superiority. The ad film reiterates Fevicol Marineâs strong bond in water with the tagline âAsli Waterproof Adhesiveâ.
The new TVC developed by Ogilvy aims to communicate that Fevicol is a technologically superior brand that can deliver unmatched waterproof bonding and does so in its own unique way.
Vivek Sharma, CMO, Pidilite Industries Ltd., said, âFevicol Marine is an advanced product and highlights Fevicolâs technological prowess. Post the successful âboatmanâ campaign, we wanted to highlight the brand promise in an entertaining manner that has become synonymous with Fevicol advertising. The new marine TVC aims to showcase the product superiority of Fevicol Marine compared to other offerings in the market.â
Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather, said, âThe campaign keeps in mind that currently most consumers cannot differentiate on wood adhesives performance and technology. The idea was to present the differentiation in an easy and humorous manner. Like all Fevicol ads, this TVC also borrows from India and captures the spirit of India.â
The storyline is set in the backdrop of Kerala backwaters. The TVC features four shopkeepers who are running their business illegally on a bridge. One day, when they see police approaching, they fold their shops which are made of wood and drop in water below. As the police approach, they pretend as if they are exercising and nothing fishy is going on. Once the police is gone, each of them starts pulling their shops up and putting them back. While three are done setting up shops again, the fourth one is also seen trying to set it back. As he tries to pull the wooden structure, it collapses midway. As he looks shocked, we hear a voice over saying âFevicol Marine nahi lagaya to kya marine lagayaâ. As the other shopkeepers laugh at him, a super of Fevicol Marine box appears with âAsli Waterproof Adhesiveâ.
The TVC will be aired in key HSM and Karnataka. It will be supported by an integrated marketing campaign. The communication will be extended through various below the line (BTL) activities such as outdoor advertising, high visibility and innovative point of sales, demand generation activations and dealer certifications.
Client:Â Pidilite Industries
Creative agency:Â Ogilvy & Mather, Mumbai
Creative team: Piyush Pandey
Account Management Team: Vivek verma, Pranay Merchant, Ankit Shastri, Vidhi Bhatia
Production House: Corcois
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
Music Director: Ehsaan & Loy