Pidilite lets a handyman provide swift solutions for minor slip-ups

Pidilite Industries has rolled out a campaign ‘galti sudharne ka mauka de’ (give a chance to correct the mistake), to highlight its latest variant Fevikwik Gel. 

Conceptualised by Ogilvy, the ad illustrates the swift rectification of minor errors, showcasing the product's efficacy in real-life scenarios. It commences with a handyman installing a 'Male' signboard on an office washroom door using Fevikwik Gel. Just as he finishes, a man rushes towards the washroom, only to find a woman exiting, causing an awkward moment. Quickly realising the error, the handyman flips the 'M' to a 'W' and breathes a sigh of relief. The film ends with the tagline: 'Naya Fevikwik Gel. Galti sudharne ka mauka de' (the new Fevikwik Gel, gives a chance to correct mistakes). 

Manish Dubey, chief marketing officer, Pidilite Industries, said, "Fevikwik dominates the instant repair category to the extent that it is the only brand people think of when it comes to repairing broken items. However, we recognized that in some cases, repairers need a few more seconds to readjust the pieces for a perfect outcome. This realization prompted the development of Fevikwik Gel. Our new Fevikwik Gel represents a significant advancement in the instant repair category. The campaign, employing trademark Pidilite humour and real-world situation, illustrates how Fevikwik Gel streamlines the repair process by facilitating swift corrections and enables users to approach any repair or adhesion task with ease and confidence.” 

Piyush Pandey, chief advisor, Ogilvy India, "Pidilite is a forever innovative company. This time the innovation is with Fevikwik Gel. The Gel gives you that little extra time that you require for adjusting before permanently fixing. The Fevikwik team at Ogilvy and Pidilite found it to be another great opportunity to communicate product benefits in Pidilite style which leaves a smile on your face.”