Fevistik’s new campaign aims to establish its position as the original glue stick in a market flooded with duplicates. The TVC created by Ogilvy & Mather for the Pidilite Industries brand went on air on 24 December.
Abhijit Avasthi, national creative director, Ogilvy & Mather, said, “From our insights we realised that when kids go to a stationery store and ask for Fevistik, many a time they are handed over some cheap glue stick. Therefore, we developed this interesting piece of communication, which tells people that Fevistik is the original glue stick in a market flooded with fakes.”
He noted that Salman Khan being a Bollywood icon, is someone kids look upto, and is currently 'the flavor of the nation'.
The film features a Salman Khan lookalike (in a Chulbul Pandey avatar) entering a store and asking for Fevistik. Upon being given a ‘duplicate’, he is shown protesting in his characteristic style, and asking for the original. The films end with the voice over: ‘Fevistik: The original glue stick.’
“There is a thin line between spoofing a celebrity and celebrating the things that make them iconic. The idea is not to make fun of them but to take the things that people ape in them and enjoy, and put it out,” Avasthi added.
Client: Pidilite Industries
Creative agency: Ogilvy & Mather
Creative team: Abhijit Avasthi, Ashish Naik, Anurag Agnihotri, Tejul sawant, Mathanki Kodavasal , Saurabh Dixit
Client servicing: Vivek Verma, Preetish Gupta, Bindi Kanakia
Production house: Corcoise Films
Director: Vinay Pradhan
(The campaign comprised two films, the second featuring a lookalike of Sachin Tendulkar. The latter has been discontinued according to an official statement from Pidilite Industries sent on 31 December. It has hence been removed from Campaign India).