Mumbai: Fevicol has launched a new television commercial that has been created by Ogilvy & Mather Mumbai.

Keeping in line with the Fevicol tone and humour, the TVC reinforces the promise of a strong bond that Fevicol Marine provides even in water.

Ogilvy & Mather- South Asia executive chairperson and creative director Piyush Pandey, said, "Keeping in mind the tone and manner that Fevicol has had for the last 20 years, this Fevicol Marine ad captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been."

In the commercial, a boatman, somewhere in the rural hinterland, sets out in his boat to a nearby city. His boat is filled to capacity with wooden chairs. As he rows through the serene waters, an old man waves out to him, almost as if he wants to hitch a ride. Since there‘s no room on the boat, the boatman subtly gestures to the old man that he can‘t take him on board. Just then the old man clarifies that it‘s not him who wants a ride but his young daughter.Understanding this, the boatman suddenly stops the boat.

When he sees the beautiful daughter, he decides to offer her a ride at any cost. He kicks a stack of chairs into the water and makes room for her. The girl quickly points out towards her goat. So the boatman throws more chairs into the water. Once again the girl points out towards a huge hay stack. Soon all chairs are kicked out of the boat and the boatman continues his journey, ferrying the girl, her goat as well as the hay stack.

But while the boatman has the chairs bobbing along in the water, he also has these chairs fastened to the boat with a rope. The fact that the wooden furniture is submerged in water is clearly no cause for worry. The boatman continues his journey unperturbed.

The film ends with a voice-over which brings forth the brand promise: "Fevicol Marine. Wohi mazboot jod, paani mein bhi".