Fevicol forges another unbreakable bond, with culture

Watch the TVC conceptualised by Ogilvy & Mather here

Feb 22, 2016 10:31:00 AM | Video | Campaign India Team

Fevicol has rolled out a TVC underlining its ultimate bonding proposition, this time rooted in the Indian ‘Dahi-Handi’ celebrations.
The celebrations, which are witnessed on the streets during the Janmashtami festival, feature scores of young men forming human pyramids, trying to break a clay pot suspended in mid-air. The film has been conceptualised by Ogilvy & Mather. 
It opens with a group gearing up to form a pyramid to break the 'Dahi-Handi'. Scores of onlookers cheer them. The human pyramid is formed and the boy on the top breaks the pot in one go. An onlooker points to another direction indicating that there's one more to break. Instead of the pyramid breaking up, it moves towards the destination in the same formation. It passes through lanes effortlessly and goes on to break another handi. Once this mission is accomplished, a boy throws a bucket of water on one of the men in the pyramid. It washes off the colour, revealing a Fevicol logo. 
Vivek Sharma, chief marketing officer, Pidilite Industries said, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”
Piyush Pandey, executive chairman and creative director, Ogilvy & Mather – South Asia, said, “Fevicol has always stood for ultimate bonding.  Bonding beyond its physical manifestations, bonding of culture and humanity. The new film takes the festival of Govinda (Lord Krishna’s birthday) which is celebrated across the country by people making human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas, which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue-and-cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other."
The film broke on social media on 16 February 2016 and is currently airing on television.
Client: Pidilite Industries
Brand: Fevicol
Agency: Ogilvy & Mather, Mumbai
Executive chairman and creative director, Ogilvy & Mather – South Asia: Piyush Pandey
Account management: Vivek Verma, Vishal Bijlani, Ankit Shastri
Production house: Corcoise Films
Director (film): Prasoon Pandey