Fevicol has rolled out a film through which the brand looks to showcase how its Marine brand can withstand water.
Conceptualised by Ogilvy, the film shows how roadside hawkers hide their shops as police approaches them. While three of them are successful, the fourth one loses out because he hasn't used Fevicol Marine.
Vivek Sharma, CMO, Pidilite Industries, said, “Fevicol Marine is an advanced product and highlights Fevicol’s technological prowess. Post the successful ‘boatman’ campaign, we wanted to highlight the brand promise in an entertaining manner that has become synonymous with Fevicol advertising. The new marine TVC aims to showcase the product superiority of Fevicol Marine compared to other offerings in the market.”
Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, said, “The campaign keeps in mind that currently most consumers cannot differentiate on wood adhesives performance and technology. The idea was to present the differentiation in an easy and humorous manner. Like all Fevicol ads, this TVC also borrows from India and captures the spirit of India.”
The campaign will also consist of BTL.