Debrief: Fevicol Marine: The magic is back!

25 Sep,2012

By Anil Thakraney


The Fevicol team is back with a new TVC for their variant, Fevicol Marine, and this time they’ve got it right. I recall they put out a totally banal ad a couple of years ago, and that was a shocker from a brand that’s renowned for super advertising. For that ad, they took the ancient ‘Zor lagaa ke’ idea underwater, and I found it to be a lazy piece of work.


Well, they’ve learnt their lesson. The new ad is cool and very engaging. A boatman is seen transporting wooden chairs across the river. An elderly man asks for a ride, but the boatman declines, suggesting he’s ‘boatfull’. He then discovers that the old man wants him to ferry a pretty lass, and this time the boatman has a change of heart. And to accommodate her and her goat and haystack, he kicks all the chairs into the river. And ties a rope to carry them across. Of course, nothing happens to the chairs because they are bonded by Fevicol Marine.


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Now this is the Fevicol we know and love. The TVC packs in all the ingredients of a good ad. It’s a surprising solution. It’s highly entertaining and beautifully shot. It’s focused on furniture staying unharmed underwater. And I love the Rabindra sangeet track. Am sure so will the carpenters, who are the secondary target audience for this product.


Good to see Fevicol is back with the good stuff. The brand has raised the bar so high, anything less than brilliant becomes unacceptable.


Rating: (On a scale of 1-5): 4. Single-minded and wonderfully done


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