Arati Rao
Mar 14, 2011

New situation, classic positioning, in new Fevicol TVC

WATCH the TVC created by Ogilvy & Mather and the “Making of” video

New situation, classic positioning, in new Fevicol TVC

The new TVC for Fevicol takes off on the classic positioning of the brand: that of stickiness.

Watch the TVC (story continues below)
In the TVC, a newly wed couple are unable to enjoy their private moments together, because of a pesky cyclist riding behind them. The groom is unable to shake him off, even by taking a detour or by driving up a steep slope, adding to their frustration. In the end, the secret behind the cyclist’s persistence is revealed. The jeep is loaded with a whole lot of Fevicol cans.   
Commenting on whether there’s ever a brief for a Fevicol TVC, Abhijit Avasthi, national creative director, Ogilvy & Mather, said, “By and large we all know what the brief is every year. The job of every leader in the category is to go on reinforcing its basic positioning in the minds of the consumer. So we're quite aware of what the task is and are thinking about it all the time. Once in a while, a slightly different brief comes in, for example when we did the last 'Moochwali' commercial (where the brief was to establish Fevicol's 50 years in India) and in between there was the Fevicol Marine commercial set in Kerala.”
On the creative execution for this ad, he said, “Every year, we're basically thinking of interesting situations about stickiness. One of the ideas that came up this time was that many a times when you're in a car, it's difficult to get somebody off your tail. We just thought it'll be fun if we put in a little twist which is that while the guy who's driving is in a really powerful vehicle, he can't shake off the tail who's on a puny cycle." 
Watch the making of the commercial

Client: Pidilite
Agency: Ogilvy & Mather
Creative: Piyush Pandey, Abhijit Avasthi
Director: Prasoon Pandey (Corcoise Films)
Servicing: Vivek Verma, Ramanathan Sridhar
Films: Porus Khareghat
Music Composer: Ehsaan Noorani
Singer: Divya Kumar
Lyrics: Piyush Pandey
Campaign India