Campaign India Team
Aug 19, 2013

Fevicol’s elephants bond for Raksha Bandhan

WATCH the ad film created by Ogilvy & Mather here

Fevicol has rolled out a new TVC for Raksha Bandhan which features three animated elephants.

The TVC developed by O&M, shows two animated kid elephants running on a terrace. They jump and leap, hiding from a lady elephant (their sister) chasing them with two rakhis. The hiding brothers share a laugh before going back to form the Fevicol logo. A super says ‘Jude rahein rakhi se’ (Stay connected with a rakhi).

Anil Jayaraj, chief marketing officer, Pidilite Industries, said, “We wanted to highlight the strength and brand promise in an entertaining and humorous manner that has become synonymous with Fevicol advertising. We believe that we have done the same with the Fevicol’s animated elephant mascots. This manifestation of the thought is core to the way most of Pidilite products advertise. This new communication takes our earlier one ahead, and stands out especially in a highly competitive environment."

“With the help of the new creative, the brand has embarked on a new journey of becoming the household name for bonding and togetherness,” added Jayaraj.

On the concept, 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 Judh Jayein Tohar Pe ad captures the festive spirit of India, borrows the flavor of playfulness, vigour and dynamism and therefore becomes a unique part of the festive fabric of India.”

The film will air from 17 to 20 August (Raksha Bandhan). Alongside the film, there will be digital and other BTL activities.


Client: Fevicol

Agency: Ogilvy & Mather, Mumbai

Creative team : Piyush Pandey, Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav and Chirayu Palande

Account management team: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar

Director: Vaibhav Kumaresh

Campaign India