Campaign India Team
Oct 09, 2013

Fevicol’s elephants take the festive bond to Navratri

Watch the ad film by Ogilvy & Mather here

Fevicol has rolled out an animated film featuring its mascots, the elephants, for Navratri, following the first campaign on the same lines for Raksha Bandhan.

The sequel created by Ogilvy & Mather is intended to reinforce the promise of a ‘strong bond of togetherness’ on the festive occasion.

The film opens with the two elephants tugging at a stick of sugarcane. As it breaks into two, lights come on and so does a loudspeaker. In the backdrop of a festive tent, dandia music starts playing. The elephants forget their fight and start performing the dandia dance with the stick. The film ends with the elephants morphing into the Fevicol logo and the super ‘Judh jao is tyohar pe’ (Bond together this festive season).

Anil Jayaraj, chief marketing officer, Pidilite Industries, said, “The success of Fevicol’s communication lies in its earthiness and its ability to break the clutter and connect with its audiences using the wit and humor quotient. Most of our advertising bases the core product benefit as the center point of communication, in an extremely creative and yet simple way.  Post the successful campaign with the last creative, 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.”

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

Piyush Pandey, executive chairperson and creative director, Ogilvy & Mather- South Asia, added, “Fevicol has always innovated around topical events to reinforce their brand message while making the consumers smile at the same time. This is yet another example of how Fevicol Judh Jayein Tyohar 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 ad will be aired across key Hindi speaking markets from 8 to 13 October, and during the India-Australia cricket matches.

The campaign will be extended through digital, point of sale, and experiential programmes for consumers, dealers and contractors, informed a Pidilite statement.


Client: Pidilite Inustries

Brand: Fevicol

CMO: Anil Jayaraj

Agency:  Ogilvy & Mather

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

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

Director (film): Vaibhav Kumaresh

Campaign India