It is not everyday that a brand gets to celebrate its 50th birthday. Fevicol is celebrating this landmark occasion with a special advertisement – ‘Moochwali’, promoted as world’s shortest feature film – which was premiered in Mumbai on November 12, 2009. On the occasion, Team Fevicol also took the gathering on a walk down memory lane.
‘Moochwali’ depicts the story of a girl through different stages – from childhood to teenage years to her marriage, old age and finally death, and back to her rebirth. The only ‘catch’ here is that she lives all her life with a moustache that was stuck on her face with Fevicol during a school play.
Other than its out-of-the-box creativity, which the brand has always been known for, the stark difference about this commercial is that it was promoted around the country as the World’s Shortest Feature Film, wherein bus backs, cinema slides, standees at cinema halls, print ads, hoardings, etc., were put up to help build curiosity. The commercial was even screened like that of a premier of a movie. The shortest feature film has even got itself shortlisted at the Cannes Film Festival.
On the occasion of brand Fevicol’s Golden Jubilee, the Pidilite management went beyond the premiere of ‘Moochwali’ and embarked on a brand journey.
Speaking on the occasion, Madhukar Parekh, MD, Pidilite Indistries Ltd, said, “It has been a wonderful 50 years. I must confess that initially we didn’t have a clue as to how to handle this brand, and we had absolutely no idea how to position it. Then suddenly, a cyclone in the form of Piyush Pandey hit us and we then came up with the positioning of ‘Sticking things to building bonds’. This was a huge leap for us. A huge part of this support and prosperity goes to Piyush, including Abhijeet (Avasthi) and Prasoon (Pandey).”
Piyush Pandey, Executive Chairman and Creative Director, O&M India and South Asia, said, “It has been a pleasure to work on a brand like Fevicol for 26 years. I can say that Fevicol has given me a career. There have been a lot of credit that go out to me, but truly, it is Madhukar who has made this happen, more so because he accepted mad people like me to work on his brand. Hats off to Fevicol for completing 50 years, and I am sure it will have many more ahead given the pace in which it has been growing.”
Abhijit Avasthi, NCD, Ogilvy, said, “It has been a magical journey for Fevicol. Today, the brand is a part of every Indian’s vocabulary, and the brand has endeared itself to the man on the street to such an extent that everyone has an idea for the next Fevicol ad in his pocket. You can’t beat that level of engagement.”
Prasoon Pandey of Corcoise Films said, “The brand in itself is a magical one because of the awareness it has amongst the people. Fevicol as a brand today is where it is only because of the attitude that Madhukar has got.”