One of the most popular ads during the cricket World Cup 2015 was ‘Todo Nahin Jodo’ by Fevikwik, the instant adhesive brand from Pidilite Industries. The ad which broke during the much anticipated India-Pakistan match featured an Indian and a Pakistani soldier at the Wagah border. The ad is once again in the news after BJP's Ujjain MP Chintamani Malviya tried to create a controversy in the Parliament by calling the ad ‘anti-national’ and an ‘insult’ to the soldiers. According to reports, the minister has also requested the government that the creator, writer and the director of the ad should be tried for treason.
The campaign was conceptualised by Ogilvy & Mather who incorporated humour in the campaign to highlight the message of peace and harmony using the theme of bonding. The film ‘Parade’ opens at the Wagah border, where one soldier each from India and Pakistan are shown marching and trying to outdo the other. In this, the sole of the Pakistani soldier’s shoe peels off and he is then helped by the Indian counterpart who applies Fevikwik and saves him from public embarrassment.
Here are some excerpts from the conversations that took place on Twitter:
The Fevikwik ad was appreciated by the ad fraternity and came as a ray of hope in the middle of many disappointing ads, one of which was the Dettol and its jingle ‘Dettol Dettol Ho’, which received a lot of social backlash. It was also launched during the India-Pakistan match
Click here to view the ad: