Pidilite Industries has launched a new brand campaign for Fevikwik after two years. Created by Ogilvy & Mather, the films went on air on 24 December.
The four TVC-campaign revolves around the ‘Hassi brothers’, named thus as they keep laughing. In each of the TVCs, the Hassi brothers break something - a mobile, flower vase, footwear and a toy. Instead of feeling sad and upset, they continue to laugh. The reason behind their happiness is Fevikwik - they know they can restore anything with it. And they do so, and continue to laugh.
Anil Jayaraj, chief marketing officer, Pidilite industries, said, “The main message for the new Fevikwik ad is ‘Let the laughter in one’s life continue forever’. Fevikwik will ensure that no breaks (in laughs) happen while you are enjoying life. And always keep Fevikwik at home because you never know when you will need it.”
On the creative brief, Abhijit Avasthi, national creative director, Ogilvy & Mather, said, “The last dramatic commercial we did for Fevkwik was the fish ad. After that, we focussed more on the use of Fevkwik over different objects. We now felt that it was time to launch another dramatic campaign for Fevikwik. In a house there are many small things that are very useful and when they break, we get despondent and think ‘Oh My god everything’s come to an end’. However, by using Fevikwik you can restore the useful things and there is no dent to your happiness. This was the basic thought. The campaign revolves around the Hassi brothers who are two brothers who are always happy and laughing. The idea is clutter breaking and the set design is path breaking. The way the narrative plays out is unique too.”
Client: Pidilite industries
Creative agency: Ogilvy & Mather