MAM

×

×

Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

The TVC has been created by Ogilvy India

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/20/Bharat_Puri-Piyush_Pandey.jpg?itok=H5JFtBpD

MUMBAI: Marking its 60th anniversary in the Indian industry, adhesive brand Fevicol, from the house of Pidilite, is going to launch a new mega campaign capturing its bonding qualities. The 90-second-long campaign is not only going to be the longest by Fevicol ever, but will probably be the first campaign to run as a separate content on OTT platforms like Hotstar, SonyLIV, ZEE5, etc.

The campaign was launched by Pidilite Industries Ltd MD Bharat Puri and Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey in Mumbai on Monday.

Speaking about the long duration of the campaign in the world of 10-second long narratives, Puri said that if one has a story to tell, the writing is good and narrative is appealing, people will surely watch the whole ad. He insisted that to give the completion of 60 years of an iconic brand like Fevicol a greater impact, it was necessary to create a film and not just an ad film. And that is also why it is being hosted as a separate film on OTT platforms.

The TVC tells the story of a two-seater sofa, covering its 60-year-long journey across households, generations, and families in Fevicol’s signature humorous and human fashion set against a peppy background score in Bihari dialect, written by Prasoon Pandey. The ad has simultaneously been created in six languages including Hindi, Bengali, Marathi, Tamil, and Telugu.

Speaking about the storyboard of the ad, Piyush Pandey revealed that Fevicol has always had an integral approach to make its ads look inherently Indian. “I have been working with this brand for more than four decades and we have never subtitled the ads even for international festivals like Cannes. There are a few things that are cultural yet universal and Fevicol ads have been using that narrative in its ads since ever.”

Puri added that Fevicol’s vocabulary has always been the one that brings out a sweet smile on the viewer’s face with its humorous approach and has never relied on laugh-out-loud intakes. He shared that the new TVC is built on the same core principles of keeping its Indianness and subtle humour alive.

In its first leg, Fevicol has kept a budget of Rs 20 crore for the campaign which will go live on TV and digital platforms supported by radio and cinema.

Pidilite Industries Ltd CEO Fevicol division Nitin Chaudhary told Indiantelevision.com that the ad will go live on genres on TV including news and movies with a major focus on GECs. Given the constraint of running a 90-second ad on TV, it might not be placed during sports events like one-day matches.

He also shared that apart from TVC, several activities and campaigns have been planned for stakeholders in the B2B domain, while for consumers the TVC is the only marketing output.

Puri, during the press conference, mentioned that they had also created a small prank campaign for the employees of Fevicol and Pidilite by duping into believing that the iconic elephants of the brand will be retiring on the 60th anniversary.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/skin.jpg?itok=4s9Mm1Rf
RSH Global’s brand Joy introduces its new advanced skincare product range ‘Revivify’ to address advanced skin care concerns

MUMBAI: Kolkata-based FMCG giant, RSH Global’s ‘Joy’ announced its latest offering in the skincare product range category, ‘Revivify’. With the new range, RSH Global is addressing the need for brightening and aging issues suitable for its customers across India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/platinum.jpg?itok=dhhD3sLu
PGI India launches “Men of Platinum” marking the emergence of a new breed of men – Men of Character

MUMBAI: The need for a new definition of masculinity has never been felt more before. In the wake of various narratives through time ranging from archetypes of the alpha male, the provider, the strong & silent one, the ideal husband, the ideal son  to the more recent narratives of the smooth...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/dentsu.jpg?itok=dvhd99en
Dentsu Impact wins creative mandate for V-Mart Fashion

MUMBAI: V-Mart, one of the biggest retail chains of India, has brought on board Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, as its planning and creative agency partner for V-Mart Fashion. With this announcement, V-Mart is poised to enhance its marketing strategy in...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/hritik.jpg?itok=hn7pd9me
Superstar, Hrithik Roshan becomes the ultimate photobomber

MUMBAI: The backbone of the Indian Film Industry is its large, loyal and extremely loving fanbase. The success behind any film, actor or director is credited to the audience that has made them the superstars they are today and has made the Indian film industry one of the biggest and most powerful...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/sohalikhan.jpg?itok=SfcdI2YP
Soha Ali Khan joins ‘House of Pataudi’, as brand ambassador; Stars in new campaign for Durga Puja with brother Saif

MUMBAI: ‘House of Pataudi’, the ethnic wear brand, co-owned by Myntra, Saif Ali Khan and Exceed Entertainment, announces Bollywood actor Soha Ali Khan, as its brand ambassador. Soha will helm all major campaigns across media platforms and is slated to appear in her first campaign for the brand, set...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/amul.jpg?itok=nm7nmNeX
Lodestar UM facilitates unique association between Amul & Cricket South Africa with high visibility during matches

MUMBAI: Lodestar UM (An IPG Mediabrands Company) one of the leading media agencies in India, has brought together India's largest dairy brand, Amul and Cricket South Africa in a unique and innovative partnership. The agency has facilitated a two-pronged media deal for Amul for the on-going Proteas...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/puja.jpg?itok=vMLVHE1n
Pantaloons celebrates Pujo rockstars with new campaign

MUMBAI: Pantaloons, India's leading fast fashion brand from Aditya Birla Fashion and Retail Ltd commemorated the homecoming of Goddess Durga by unveiling its new campaign ‘Hello Pujo Rockstars’. This thematic campaign shows Pantaloons as a progressive brand that walks hand in hand with the go-...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/ganaguly.jpg?itok=6WlA_yHC
Kansai Nerolac announces Shera Para Shera Pujo 2019

MUMBAI: Kansai Nerolac Paints Ltd (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’, announced the fifth edition of its most awaited Pujo activity, Nerolac ‘Shera Para Shera Pujo’ with renowned cricketer Sourav Ganguly. This year, as a first, ‘Shera Para...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/khadim.jpg?itok=Hhvu5kWh
Khadim’s completes its #LetsTakeAStep campaign with great success

MUMBAI: The advent of the festive season means shopping for new clothes, jewellery, accessories and shoes. It is a joyous and celebratory time for most of the citizens. But what about those who are a little less privileged than others? To address this issue and bring smile to a few this festive...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories