Fevicol has rolled out a new TV campaign for ‘Fevicol Marine’, its waterproof adhesive. The ad film reiterates Fevicol Marine’s strong bond in water with the tagline ‘Wahi mazboot jod, paani mein bhi’. It is created by Ogilvy & Mather and shot in the backwaters of Kerala.
The film begins with a boatman ferrying wooden chairs in his boat, with Baul Sangeet playing in the background. As he rows, an old man waves out to him to ask for a ride. The boatman points to his loaded boat and refuses. However, when the old man points to a young woman nearby, immediately he halts the boat and throws out a few of the chairs into the water. When the woman points to her goat, he kicks out some more. She then signals to her haystack and the boatman has no option but to empty his boat completely. Finally, the boatman ferries the woman, her goat with the haystack. The chairs have been tied to the boat with a rope, and float along in the water behind it, without getting damaged. The ad ends with the voice over, “Wohi mazboot jod, paani mein bhi.”
Anil Jayaraj, chief marketing officer, Pidilite Industries, said, “Fevicol Marine is a revolutionary product that provides very strong and durable bond even when exposed to water. In the last two years, the brand has evolved to successfully create a niche waterproof adhesive category and strengthen the overall brand equity of the mother brand Fevicol. Post the successful campaign with the last creative, we wanted to highlight the strength and brand promise in an entertaining and humorous manner that has become synonymous with Fevicol advertising.”
He added, “With the help of the new creative, the brand has embarked on a new journey of becoming the ideal adhesive for waterproof plywood and for damp areas like kitchen etc.”
Commenting on the concept, Piyush Pandey, executive chairperson and creative director, Ogilvy & Mather, South Asia, said, “Keeping in mind the tone and manner that Fevicol has had for the last 20 years, the Fevicol Marine ad captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been.”
The TVC is on air on Hindi as well as regional channels. The campaign will be on air for four weeks. 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: Pidilite Industries
Creative agency: Ogilvy & Mather, Mumbai.
Creative team: Piyush Pandey, Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav
Account management team: Vivek Verma, Preetish Gupta, Ramanathan Sridhar
Fevicol marketing team: Vishal Malhan, Mayank Krishna, Sudhir Rao, Mainak Dutta
Production house: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
Music director: Dhruv Ghanekar
Singer: Kartik Das Baul.