AI sticks random objects into Fevikwik’s quirky new pack

India’s having a blast with AI—from movie scene swaps to fantasy cricket teams. Now, Fevikwik joins the fun with the Fevikwik AI Pack powered by KwikGPT, a quirky engine that fuses random objects into hilarious, unexpected innovations.

Known for fixing the broken, Fevikwik now flips the script. It's not just about repairs anymore, but also about creating the unimaginable.

Commenting on the campaign launch, Sandeep Tanwani, chief marketing officer at Pidilite Industries, said, “The Fevikwik AI campaign is our endeavour to spark action through instant ingenuity and imagination, especially amongst the younger audiences. Traditionally known for quick fixes, Fevikwik is now evolving into a symbol of spontaneous ingenuity. It’s entering a broader cultural dialogue that celebrates originality, self-expression, and the joy of making things happen in the moment, all infused with the signature wit and humour that Fevikwik and Pidilite are loved for.”  

Picture this: Monsoon Beats (umbrella with headphones), Time Waist (waist belt with a watch), Cute Chops (chopping board with a vanity mirror). Fevikwik AI Pack turns these odd pairs into fun, shareable mashups, proving that with Fevikwik, it doesn’t just stick… it sparks imagination.

Here’s how the Fevikwik AI Pack works: Users visit the microsite https://aipack.fevikwik.in/, enter any two objects, and let KwikGPT work its magic. Instantly, they receive a hilarious mashup image and a quirky name for their invention.

The initiative comes alive through a vibrant blend of digital content, creators, and influencers across India—capturing Fevikwik’s signature wit and ingenuity. The campaign is crafted by creative agency Ogilvy.  

Speaking about the creative direction, Anurag Agnihotri, chief creative officer at Ogilvy India, said, “We live in a world where AI enables everyone to become creators overnight. With Fevikwik AI Pack, we tapped into this cultural moment to spotlight Fevikwik’s playful personality and clever utility. This is not just about a drop of glue, it is about sparking a world of possibilities. The campaign allows people to build, remix, and laugh along the way just as the brand has always done.”

The most ingenious creations climb the leaderboard and get featured on Fevikwik’s social channels. Weekly winners take home INR 10,000, while the ultimate Chutki Mein Kalaakari Champion bags a grand prize worth INR 5 lakh. Weekly rewards will recognise the most innovative minds, with one exceptional creator ultimately crowned the champion.

Campaign’s take: AI may be powering everything, from fintech dashboards to cricket fantasy leagues, but Fevikwik’s latest experiment is firmly in the ‘just for fun’ corner. With the Fevikwik AI Pack, powered by KwikGPT, the adhesive brand has decided it’s no longer just about quick fixes. Instead, it’s dabbling in whimsical “product innovation” by letting users fuse two random objects into bizarre but oddly believable inventions.

Think umbrella-headphones for a soggy commute (Campaign’s suggestion, not included in the campaign), or a chopping board with a vanity mirror for the kitchen multitasker. The humour lies in the absurdity, but the real glue here is cultural timing: AI-generated mashups are everywhere, and Fevikwik is angling for relevance with a playful spin.

Executed by Ogilvy India, the campaign nudges consumers to a microsite where they punch in two objects and watch KwikGPT conjure up an image and name. The wittiest results get leaderboard bragging rights, social shoutouts, and even cash prizes—because no viral campaign is complete without rewards.

This isn’t a tech revolution or brand reinvention—it’s Fevikwik flexing its long-standing wit in a new medium. By leaning into AI’s meme-friendly, shareable potential, the brand sticks to its humorous DNA while elbowing into today’s cultural chatter.