Debrief: Where’s the Fevi magic?

06 Mar,2012

By Anil Thakraney


The makers of Fevicol have launched a new variant called Fevicol Speedx, and as the brand name suggests, the promise is speed of bonding. And I must say Fevicol has disappointed me this time, I have always been a huge fan of their ads. This one just doesn’t have the usual Fevicol spark.


In the commercial, a man orders a bed to be custom-made, and the conversation with the furniture supplier happens over the telephone. The buyer has many specifications, but as soon as he finishes the call, the bed arrives. A lot faster than a mass produced pizza. Yes, the furniturewallah makes and delivers stuff at lightning speed, courtesy Fevicol Speedx, of course.


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Now if you examine the TVC in isolation, there’s nothing really wrong with it. It’s catchy and it’s single minded. Usually, one would give such an ad decent points. But this ad is from the house of Fevicol, and these guys have set a very high benchmark for themselves. (Think of the ‘unbreakable egg’ and the ‘packed bus’ commercials from the past.) And when you view the new ad in that context, it’s a let-down. Sure, the exaggeration route has been used again, but this time the idea is much too literal and predictable. After the first exposure, the TVC has as much charm as a regular pizza ad. The commercial doesn’t pack in the X-factor we usually associate with Fevicol adverts.


Not happening, I say. Looks like the ad agency literally lived up to the brand name, and speeded to the client’s office with the first storyboard.


Rating: (On a scale of 1 to 5): 2.5. And that’s a very poor score for a Fevicol advert.

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