Mumbai: Fevicol is rolling out an integrated marketing campaign to promote its ‘fast-setting‘ white adhesive, Fevicol SpeedX.

Created by O&M, the 25-second TVC will go on air on 25 February.

This new water-based adhesive works on next generation formula - Nano Magnet Technology, resulting in a strong bond.

Fevicol division chief - marketing Vishal Malhan said, "As a market leader, Fevicol always strives to bring innovative solutions which are in line with changing trends, tastes and preferences of consumers. In this fast paced world, speed matters more than anything else. The integrated marketing campaign and the launch of Fevicol Speedx‘s first TVC is in line with the strategic direction to create a fast setting adhesive category within the Premium White Adhesive space. We are sure consumers will enjoy the new creative and appreciate the proposition of Fevicol Speedx in bringing speed to furniture making."

The TVC brings out the proposition of speed in furniture making. Appealing to humor, the film shows a demanding customer ordering some furniture to be made very quickly and how the carpenter surpasses customer‘s expectation with an express delivery. All because of the of Fevicol Speedx.

O&M NCD Abhijit Avasthi said, "It is always very challenging to launch a product variant and if it is Fevicol it gets even tougher. ‘Fevicol Speedx", as the name suggests, bonds faster than the regular Fevicol SH. The communication is around speediness of the product. The communication yet again is humorous and quirky, a tradition set by Fevicol commercials over the years."

Additionally, the campaign will be supported by ground level activation and various consumer outreach programs during March and April. All trade centric activities are aimed at ensuring high visibility for the brand in market place. All user centric activities have been planned with the objective of building rapid awareness and inducing trial among carpenter/ contractor community, the company said.

For driving awareness at user level, the company is also leveraging more than 45,000 of its Fevicol Champion Club members across more than 120 towns.