Born in 1959, adhesive brand Fevicol is celebrating its 60 years of operations. Launched with a single product, Fevicol today has over 75 variants such as Marine, HeatX, Hi-per, EzeeSpray, among others.
To celebrate this milestone, Fevicol has unveiled a new mega campaign that captures its bonding qualities. Conceptualised by Ogilvy, Pidilite’s creative agency partner for over three decades, the new TV film highlights the Fevicol’s journey over the years in its typical human and humorous fashion. The film showcases the strength of Fevicol while drawing parallels with the changing paradigms of Indian social and cultural scenario.
Bharat Puri, MD, Pidilite Industries Ltd, said, “Fevicol is one of the rare adhesive brands to feature in the most trusted brands in Indian households. It is loved by Indians for its reliable performance as well as its earthy, humorous and contemporary advertising. The 60-year Fevicol campaign celebrates its unbreakable bond with generations of Indians.”
Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, said, "To me, Fevicol is not just an adhesive, but a cultural glue that salutes the people of India. Fevicol as a brand has followed this principle for 60 years. Advertising came into the picture much later. The 60-year TV ad and the entire communication salute the carpenter and her or his craft. Fevicol is the message. Ogilvy is only the messenger."
The new film takes the audience on a journey of multiple generations through a perspective of a ‘sofa’. The spot opens in the old era where we see a newly wedded couple heading home with a gifted sofa. As the story progresses, we see the sofa being handed over from one family to another, one generation to another. The same is complemented through a peppy background score in Bihari dialect. It showcases how the sofa has witnessed various events through its lifetime yet it’s going strongly. The closing visuals take us through the making of the sofa and how Fevicol is integral to making any furniture.
The ad film will be longest by Fevicol ever and is being aired on leading GECs, digital platforms and will be supported by radio and cinema. For the first time ever, a brand’s advertisement will be placed as content on OTT platforms such as Hotstar, SonyLiv, Zee5, etc.
Fevicol is known for its innovative and quirky marketing and communications strategy. The brand engaged with the customers at multiple platforms to educate and create awareness. In 1997, Fevicol released its first TV ad, ‘Dum laga ke haisha’, featuring filmmaker Rajkumar Hirani and that was just the beginning. While the initial stages of its advertising focused on the functional aspects, it later advanced to humorous real-life scenarios and contextual references. Some of Fevicol’s memorable and iconic ads include ‘Egg’, ‘Vagabond’, ‘Dum Laga Ke Haisha’, ‘Moochwali’, ‘Bus’ and ‘Train’ spots.
Client: Fevicol Marketing team
Agency: Ogilvy, Mumbai
Creative Team: Piyush Pandey, Amitabh Agnihotri, Karunasagar Sridharan
Account Management: Vivek Verma, Pranay Merchant, Ankit Shastri, Vidhi Bhatia
Production House: Corcoise Films private limited
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala