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The name’s bond, consumer bond
Pidilite Industries’ adhesive brand Fevicol has been extensively using advertising as an essential tool to market its products and it stands out among its competitors. Since the time India has known this adhesive brand, we don’t think there was any television spot or a print ad by Fevicol that didn’t catch our eyeballs. Similarly,
When two brands, best in their respective domains, collaborate for a project, the result is beyond excellent; it’s astounding. Ogilvy and Fevicol have bonded for some over-the-top adverts and the bond is dear
Pidilite Industries’ adhesive brand Fevicol has been extensively using advertising as an essential tool to market its products and it stands out among its competitors. Since the time India has known this adhesive brand, we don’t think there was any television spot or a print ad by Fevicol that didn’t catch our eyeballs. Similarly, Fevicol’s recent ad campaign, which features a group of men building a human pyramid to break a ‘hundi’ hung between two buildings, has taken bonding to next level altogether.
Like other ads of the fantastic duo, this one is a winner too. Titled ‘Govinda Ek, Dahi Handi Anek’, the ad is conceptualised on the popular Krishna Janmashtami festival. Highlighting the dahihandi ceremony of the festival, the ad shows how a group of men form a human pyramid to break the earthen pot containing curd, milk, butter, honey and fruits.
The ad isn’t as mainstream as you think it is; just when you assume that the human pyramid breaks one earthen pot tumbles and rushes to the next venue, you will notice the men maintain the human pyramid and charge to break another hundi in another lane. This part of the TV spot, where the men, coloured in vermillion, carefully march through the narrow lanes of Mumbai, maintaining the pyramid stable, is breathtaking. Despite swaying, the men in the pyramid firmly stick to each other.
The ad signs off with shots of people throwing water on the men as the vermillion washes off their tee shirt to reveal the brand - Fevicol. Highlighting the brand message – The Ultimate Adhesive – the concluding shot fades out.Also, the very fact that a couple of shots in the ad were shot from inside, which added a great character value to the ad film. Garnering more than eight million hits on YouTube, the ad has created a buzz on social media, besides receiving some rave reviews.
Shot in Mumbai’s chawls, the ad not only captured the essence of the festival but also served up a stiff challenge, while communicating the brand message – loud and bold. Developed by Ogilvy & Mather, the ad reinforces Fevicol’s commitment to the strongest bond; a bond that not only binds materials but also binds people to each other and to their respective cultures. By filming and telecasting iconic ads like this, Fevicol constantly reflects the everlasting bond and affinity it shares with people. However, we haven’t quite figured out as to how the crew managed to keep the pyramid so stable.
