Bonding takes a new meaning in Fevicol’s latest campaign

22 Feb,2016

By A Correspondent

 

Fevicol has rolled out a new ‘Govinda’ themed TVC based on ‘dahi-handi’ celebrations to reinforce universal bonding that Fevicol has come to stand for.

 

Conceived and developed by Ogilvy & Mather, the TVC highlights how a strong bond and teamwork are central to forming the several-storey high human pyramid that characterizes ‘dahi-handi’ celebrations. Through the trademark ‘humour’ thatFevicol ads are known for, the TVC reinforces the promise of a strong bond that binds people to their culture, strengtheningFevicol’s positioning of being the ultimate adhesive.

 

Piyush Pandey Executive Chairman and Creative director, Ogilvy & Mather – South Asia says, “Fevicol has always stood for ultimate bonding.  Bonding beyond its physical manifestations, bonding of culture and humanity.The new film takes the festival of Govinda (Lord Krishna’s birthday) which is celebrated across the country by people making human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue and cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.

 

Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”

 

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