New Fevicol Marine TVC continues quintessential humour that brand stands for

The new TVC, developed by Ogilvy, will be supported by an integrated marketing campaign

Fevicol, one of the largest selling brands of adhesives in India, has rolled out a new witty TV commercial reinforcing its product superiority. The ad film reiterates Fevicol Marine’s strong bond in water with the tagline ‘Asli Waterproof Adhesive’.

The new TVC developed by Ogilvy, aims to communicate that Fevicol is the most technologically superior brand that can deliver unmatched waterproof bonding and does so in its own unique way.

Vivek Sharma, CMO, Pidilite Industries, said, “Fevicol Marine is an advanced product and highlights Fevicol’s technological prowess. Post the successful ‘boatman’ campaign, we wanted to highlight the brand promise in an entertaining manner that has become synonymous with Fevicol advertising. The new marine TVC aims to showcase the product superiority of Fevicol Marine compared to other offerings in the market.”

Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather, says, “The campaign keeps in mind that currently most consumers cannot differentiate on wood adhesives performance and technology. The idea was to present the differentiation in an easy and humorous manner. Like all Fevicol ads, this TVC also borrows from India and captures the spirit of India.”

The TVC will be aired in key HSM and Karnataka. It will be supported by an integrated marketing campaign. The communication will be extended through various below the line (BTL) activities such as outdoor advertising, high visibility and innovative point of sales, demand generation activations and dealer certifications.

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