Fevicol sticks around even in crowded places

Fevicol has rolled out an activity at the Kila Raipur Rural Sports festival, a Ludhiana-based annual sports event. This is where tons of people gather to witness desi Indian sports and games.

 

Conceptualised by Ogilvy, the activity took a dig at the age-old problem oof people fighting for a place to sit. The brand deploying human spectators in t-shirts with the Fevicol branding, and had their chairs stuck to them, so that wherever they went, the chair went with them and they'd always have a place to sit. The film ttiled 'Chipku' (Sticky) ended with the line 'Fevicol ka jhod ha, tootega nahi' (this is Fevicol's bond, it won't break" 

 

Talha Bin Mohsin, executive creative director, Ogilvy Mumbai, said, “India is a land of unique, unimaginable jugaad. So, we chose to address a very human problem with a jugaad-led innovation and a touch of Fevicol's quirky tonality. We hope this piece will strike a chord with our consumers.”  

 

CREDITS:

Agency: Ogilvy, Mumbai

Creative team: Piyush Pandey, Talha Bin Mohsin, Mahesh Parab, Vilsen Gonsalves, Arnab Choudhury, Ajit Kumar Sahoo, Pulkit Khandelwal 

Account management: Vivek Verma, Pranay Merchant, Sharmila Kale, Adrija Saha 

Activation and branded content: Krishnakant Mishra, Kishor Manjrekar 

Client: Pidilite Industries 

Production house: Untitled Production  

Director: Amar Nirmal