O&M unveils latest campaign for Fevistik

14 Aug,2014

By A Correspondent

 

Following its earlier positioning of Fevistik being the original glue stick, Ogilvy & Mather has unveiled a new TVC that’s based on the same theme. The campaign shows a fake hero trying hard to impress the shopkeeper by somersaulting his way into a stationery shop but ends up banging his head on the wall. After a series of failed stunts, he asks the shopkeeper for Fevistik. But, the shopkeeper gives him some other glue stick. He takes huge offense to being offered a duplicate and accepts only the original glue stick Fevistik from the shopkeeper.

 

Abhijit Avasthi

Commenting on the campaign, Abhijit Avasthi, National Creative Director – O&M, India said, “The challenge before us was to make sure that people insist on buying only the original glue stick Fevistik from the shopkeeper and not fall for local imitations. And what better way to drive the point than showing that even duplicates reject the fake glue stick and demand only Fevistik. The new commercial with the fake superhero delivers this message in an entertaining manner.”

 

According to Anil Jayaraj, Chief Marketing Officer, Pidilite Industries Limited “Fevistik is a market leader in glue stick category and enjoys significant top of the mind recall. It is the only glue stick brand which consumers remember and recall. The new communication aims at reiterating the same fact and encouraging consumers about making the right decision when it comes to choosing the glue stick. The communication also aims at educating consumers to be aware of look-alike products. We believe this new communication takes our brand ahead and stands out in an entertaining manner.”

 

Apart from television, on-ground activations and branded digital content are also on the anvil.

 

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