The adhesive brand from Pidilite Industries, Fevikwik, has launched a quirky campaign titled ‘Broken Heart’ which is aimed at broadening its positioning, beyond the already established one as ‘one-drop instant adhesive’. The ad conceptualised by Ogilvy & Mather speaks about the versatility of the adhesive to fix any broken objects from toys to sunglasses, except a ‘broken heart’.
Speaking on the concept, Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather, India & South Asia said, “Fevikwik has always been about a fun way of communicating an instant adhesive. This is another fun take on it, urging people to always keep it handy.”
The new ad tells the story of a hopeless romantic man, who is unable to express his emotions and is always misunderstood. His heart always ends up getting broken, but this doesn’t deter him from trying to impress women amidst their hurling of sandals, toys and mugs. The film in an effective manner shows that common items like sandal, mug can be fixed with the help of Fevikwik. The campaign was aired for the first time on 11th October, along with the World Television premiere of blockbuster movies like Bajrangi Bhaijaan and Tanu Weds Manu.
Watch the ads here:
Expert take: Did the strategy work?
Anshul Sushil, co-founder at Boring Brands said, “I found the ad quite regressive. Like their earlier ad ‘Indo-Pak’ border took the brand five years ahead. This one kind of pulled it back. It could have been executed in a much better way and as a result of which, it fell flat. We all know that Fevikwik is used to mend any kind of broken object; there was nothing which the creative said. After all it is always about that one simple insight, and it depends on you- how creatively you can execute it.”
Echoing similar views, O.R. Radhakrishnan, Executive Creative Director, Enormous Brands added, “There are infact not one, but too many iconic ads from Fevikwik. I have seen far better Fevikwik ads. The South Indian fisherman ad from the brand is actually set as an example of great creativity to young professionals. The new ad on the other hand, fell a little low.”
Previous creative proposition:
The previous campaign from the brand was one of the most popular ads during the World Cup this season. The ‘Todo Nahin Jodo’ by Fevikwik which broke during the much-anticipated India-Pakistan match, featured an Indian and a Pakistani soldier at the Wagah Border. Ogilvy India had incorporated humour to highlight the message of peace and harmony using the theme of bonding. The film was appreciated by the ad fraternity and it came as a ray of hope among many dismal ads released during that time.
The ad was once again brought to the limelight, 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.
Watch the ad here:
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.
The highest ad recall for the brand still continues to be the fisherman ad which was released in 1998 and was conceptualised by Pandey himself. The ad showed a suave looking man getting disturbed by a loud South Indian while fishing. The latter comes and puts three drops of Fevikwik on a piece of wood that he dips into the water, and much to the amazement of the other man who has been waiting since long, pulls out four fish stuck to the wood. The ad puts forth the ‘Chutki mein Chipkaye’ proposition of the brand which is still stuck in every consumers mind.
Watch the ad here: