Fevicol launches new fast setting adhesive

Fevicol has rolled out Speedx, a new fast-setting adhesive for which its creative agency Ogilvy & Mather has created a new TVC.

The TVC shows a telephonic conversation between a furniture shop owner and his customer. The customer wants a bed and the shop owner asks him for all the requirements for it. After giving the requirements the customer asks the owner when will he get the bed. He gets his answer as the shop owner is shown arriving at his house with the bed immediately showing the speed with which Fevicol Speedx has helped him make the bed.

Along with this 25-second TVC, Fevicol has also released a 5-second spot.

Commenting on the launch of the new product and the TVC, Vishal Malhan, chief, marketing, Fevicol division, said, “As a market leader, Fevicol always strives to bring innovative solutions which are in line with changing trends, tastes and preferences of consumers. In this fast paced world, speed matters more than anything else. The integrated marketing campaign and the launch of Fevicol Speedx’s first TVC is in line with the strategic direction to create a fast setting adhesive category within the Premium White Adhesive space. We are sure consumers will enjoy the new creative and appreciate the proposition of Fevicol Speedx in bringing speed to furniture making.”

Commenting on the concept, Abhijit Avasthi, national creative director, Ogilvy & Mather, said, “It is always very challenging to launch a product variant and if it is Fevicol it gets even tougher. Fevicol Speedx, as the name suggests, bonds faster than the regular Fevicol SH . The communication is around speediness of the product. The communication yet again is humorous and quirky, a tradition set by Fevicol commercials over the years.”

The TVCs will be supported by ground level activation and consumer outreach programs during March-April.
Credits:

Brand: Fevicol

Agency: Ogilvy & Mather, Mumbai

National creative director: Abhijit Avasthi      

Vice president: Vivek Verma

Senior creative director: Amitabh Agnihotri      

Creative director: Sameer Sojwal      

Account director: Preetish Gupta          

Account supervisor: Ramanathan Sridhar      

Production House: Footcandles Films

Film director: Ayappa

Executive producer: Anand Menon      

Producer: Amarjeet Phukan