By A Correspondent

Adhesive giant Fevicol has released a new ad film created by Ogivly that reiterates Fevicol Marine’s strong bond in water with the tagline ‘Asli Waterproof Adhesive’.

Said Vivek Sharma, CMO, Pidilite Industries Ltd: “Fevicol Marine is an advanced product and highlights Fevicol’s technological prowess. Post the successful ‘boatman’ campaign, we wanted to highlight the brand promise in an entertaining manner that has become synonymous with Fevicol advertising. The new marine TVC aims to showcase the product superiority of Fevicol Marine compared to other offerings in the market.”

Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather, added: “The campaign keeps in mind that currently most consumers cannot differentiate on wood adhesives performance and technology. The idea was to present the differentiation in an easy and humorous manner. Like all Fevicol ads, this TVC also borrows from India and captures the spirit of India.”