From 1989, Fevicol’s campaigns have been refreshed by us every year: Piyush Pandey

Bharat Puri, Managing Director, Pidilite Industries, says the media spend for the new Fevicol campaign in the first round has been Rs 20 crore

by Noel Dsouza
Published - Aug 20, 2019 8:30 AM Updated: Aug 20, 2019 9:12 AM

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Pidilite 60th Birthday

Marking the occasion of completing 60 years, Fevicol on Monday unveiled a campaign that resonates with the target audience and shows that loyalty for the brand has stuck through generations.

Since its inception, the brand has been able to give a quirky spin to its content. Right from the 1997 TVC ‘Dum laga ke haisha’ to the latest one, all campaigns have highlighted Fevicol’s journey over the years in its typical human and humorous fashion. The TVCs showcase the strength of Fevicol while drawing parallels with the changing paradigms of India’s social and cultural scenario.

Fevicol and Ogilvy have a client-agency relationship of over 3 decades. On this association, Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, said, “From 1989 till date, Fevicol’s campaigns have been refreshed by us every year. It is the same campaign but it never remains the same. With Prasoon Pandey, we believe we are doing justice to a brand like Fevicol and its birthday. We have ensured that the campaign has covered the revolution of India with the evolution of Fevicol.”

The last time Ogilvy and Fevicol came together to celebrate like this was when the brand completed 50 years with the moustache ad.

Speaking about the campaign, Bharat Puri, Managing Director, Pidilite Industries, said: “Fevicol is the only adhesive brand, which is among India’s top consumer household brands. If you look at the brand story of Fevicol, three words exemplify it. The first is building bonds with all its stakeholders from a carpenter to a dealer to an agency. The brand philosophy of Pidilite is forging long-term relationships. The second is innovation - there are 75 variants of Fevicol, like Fevicol Marine, Fevicol Express and many more. The brand has become much more than just sticking two surfaces together. Lastly, the word that actually builds the brand’s analogy is that we believe we are always rooted but still contemporary. The essence of a brand like this is how do we keep it relevant and contemporary but never lose its basic character.”

Puri shared that the media spends for the new Fevicol campaign in the first round has been Rs 20 crore. He said the company would review its way forward according to the impact of the commercial and the reviews it gets.

A lot has been said about catching the viewers’ attention within a short span and any content beyond 15 seconds is not able to do that, especially on digital, Puri said. “If you have a story to tell, say it properly and people will watch it,” he added.

A key insight that Puri and Pandey shared was that they never give subtitles on their commercials even when they showcase them in Cannes. The strategy was to invoke a human element beyond the language.

For the first time ever, the campaign will be placed as content on OTT platforms like Hotstar, SonyLiv and Zee5. They believe that an ad’s message shared by an icon will excite a younger audience.

“Fevicol is a cultural glue that salutes the people of India. As a brand, it has followed this principle for 60 years. Advertising came into the picture much later. The 60-year TV ad and the entire communication salutes the carpenter and her or his craft. Fevicol is the message, Ogilvy is only the messenger,” says Pandey.

Speaking on how they have developed a long-time relationship, Puri said: “Ogilvy co-owns the brand with us. They have the same aggression and hunger they had years ago. All agencies are as good as their clients.”

The latest campaign will be rolled out in six regional languages - Hindi, Bengali, Malayalam, Tamil, Telugu and Marathi. The commercial will be shared for public viewing in a couple of days.

The brand will be going across Africa and emerging in the Middle East as well. Last week the brand announced two new ventures - one for a Spanish company and the one for an Italian firm.

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