O&M has created plenty of memorable TV commercials for Pidilite Industries' Fevicol brand for the past so many years. To celebrate their successful bonding of a client-agency partnership, Fevicol has launched 'Jashn Manao Haisha', an ad festival of Fevicol TV commercials.
The brain behind the numerous award-winning campaigns for Fevicol, the national creative director of O&M, Piyush Pandey gives credit to the client for the 'Jashn Manao Haisha' idea. He says, "Pidilite's managing director, M.B. Parekh, suggested that Fevicol has had so many memorable ads done by O&M based on the power of idea. So why not celebrate this power of idea with a consumer centric programme! That's how 'Jashn Manao Haisha' concept came up."
Recognizing the contribution of O&M, Bharat Mehta, the Vice President- Marketing at Pidilite Industries said, " O&M has been our partner for the past so many decades in building the Fevicol brand. Their advertising is highly enjoyable and perfect in bringing out Fevicol's core brand value of bonding through creative ideas. The 'Jashn Manao Haisha' is a tribute to their efforts bundled in a consumer promotion programme."
The 'Jashn Manao Haisha' has an exciting interactive contest and couple of specially produced TV programmes for the general public. The promo for the contest called 'Kya Idea Hai' kicked off on September 30 will run till October 13 on all the channels of Zee Network at 9.30 every night. The contest is simultaneously run on a micro site on Yahoo India portal also with a banner link on Yahoo's home page. In the promo, the viewer's get to see six award winning Fevicol commercials. And they have to rank their best three ads from them. Those whose selection matches with that of the judges, wins number of prizes including Fiat Palio car, Bajaj Pulsar motorbikes, Sony Flat screen TVs and Kodak cameras.
The campaign also features a two-part special comedy serial 'Hum Dil Jod Chuke Sanam' on Zee TV. It stars well-known TV artistes such as Shekhar Suman, Javed Jafferey and Archana Puran Singh besides other celebrities. After the telecast of the first part of the two-hour show on 5th October, the second part will be aired on 12th October at 8 pm.
Plus, the campaign has 'Haisha scenes' again on Zee TV showing some funny sticky moments in the shows and serials from monday to thursday between 10.30 pm and 11 pm, and on friday between 9 pm and 10 pm.