Fevikwik, an adhesive brand from Pidilite Industries, has created an ad film conceptualised by Ogilvy & Mather for its Fevikwik Gel variant. The gel promises ‘total control’, which the film sets out to communicate.
Set in a hockey field, the film features one of the players as the protagonist. He’s seen dribbling with the ball which seems inseparable from his stick. He passes by scores of opponents, spinning circles around them, while himself falling over but never losing control. He manages to score the goal in this manner. When his teammates lift him in a celebratory ritual, he looks up to see the ball stuck to his stick. He quickly brings it down and out of sight, while the brand takes over with the product narrative.
Vivek Sharma, CMO, Pidilite Industries, said, “Fevikwik TVCs have invariably showcased the product attribute with a sense of humour. This TVC presents the new variant Fevikwik Gel that gives more control to user while doing what Fevikwik does best – sticking various broken objects instantly.”
Piyush Pandey, executive chairman and creative director, Ogilvy & Mather – South Asia, said, “Fevikwik has always been characterised as a hero who comes out with its instant adhesive properties in all sorts of unexpected situations. We wanted to reiterate the heroics of Fevikwik and concurrently show an analogy that depicts total control characteristics of Fevikwik Gel.”
Besides TV, the campaign will be seen on digital media, OOH and in trade.
Client: Pidilite Industries
Brand: Fevikwik Gel
Agency: Ogilvy & Mather
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Replaces Ramesh Narayan
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Watch the film conceptualised by The Womb here