Pidilite Industries has released a TVC for its brand of adhesives - Fevicol. The film conceptualised by Ogilvy & Mather went on-air on 16 April.
The film using the brand’s trademark humour is set in the backdrop of the upcoming general elections in India and highlights Fevicol’s feature of ‘strong bonding’. It opens at a carpenter’s workshop where a chai wala (tea vendor) brings in cutting chai for the carpenters. He looks around and asks the head carpenter why are they making the odd-shaped chairs. The carpenter points out to the lotus-shaped chair and says that it is for Nalinderbhai’s party. He then mentions that since he is not sure who will sit on the hand-shaped chair, hence he has made it adjustable. The tea vendor is visibly impressed with the carpenter’s chairs. The carpenter then points out to a multi-chair contraption and says that it is for the ‘third party’ that comprises of a group of a dozen people. The tea vendor then gives the carpenter advice and says that Fevicol must be used in the making of the chair so that irrespective of who sits on it, the chair is stable and strong and lasts for a long duration. He further says that he should sell the chair at three times the price since invariably only one of them would be sold. Hearing this, the carpenter asks him to quit the tea business and become an election specialist who would be pursued by TV channels that will ask which chair will be delivered on 16 May (the day the election results will be announced.)
Anil Jayaraj, chief marketing officer, Pidilite Industries said, “Most of our advertising bases the core brand proposition of ‘strong bonds’in an extremely creative and yet simple way. Our previous TVCs on Fevicol have aimed at exploring situations where this proposition can be communicated in a memorable and consistent way. In this TVC, we have experimented with the elections. We believe this new communication takes our brand ahead, and stands out."
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 21 years, Fevicol crazy chairs TVC captures the atmosphere created by the general assembly elections in the country. It borrows the excitement and interest of a common man and thereby creating a sync with the audience.”
The TV campaign will be an integrated campaign including outdoors and digital. In addition, Pidilite is also executing a number of demand generation initiatives for Fevicol to support this campaign. The ad will be aired across key markets including entire Hindi speaking belt for a month period starting April 16, 2014.
Client: Pidilite Industries
Creative agency: Ogilvy & Mather
Executive chairperson and creative director: Piyush Pandey
Account management: Vivek Verma, Vishal Bijlani, Bindi Kanakia
Director: Prasoon Pandey
Production house: Corcoise Films
Producer: Cyrus Pagdiwala