Fevikwik unveils new campaign - 'Phenko Nahi Jodo'

The Ogilvy campaign is based on a take on 'repair'

e4m by exchange4media Staff
Updated: Sep 9, 2019 8:16 PM

Fevikwik has released a new campaign - titled 'Phenko Nahi Jodo'.

In India, Fevikwik is synonymous with sticking.  Last year the brand created a campaign titled, 'Khushiyon ke chand pal' (moments of happiness). In this film, the woman of the house was portrayed as the hero for repairing broken items.

Repair is a tough category and reasons/situations for repair are more challenging to create.  The entire country has begun to move towards a 'use and discard' culture. Finding a take on 'repair' and asking people to repair more, is not easy. But Fevikwik attempted this challenge again.

To understand the triggers and barriers to repair, Ogilvy conducted extensive research among various consumer sets and this led to various cultural and consumer insights. One insight that was more pronounced was that people value things they own, and they believe, fixing broken things is smarter than discarding them.

So, the idea for the brand’s new campaign stemmed from marrying the logic of 'smartness' and 'value of repair' insights with the magic of stellar storytelling and relatable humour.

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