Even fake superheroes want nothing but the original glue stick Fevistik

Fevistik by Pidilite Industries Limited is known to have established the category of glue sticks in India. It made people realize that sticking could be easy, non-messy and fun thereby gaining popularity both in offices and in schools. It was only a matter of time before Fevistik became the market leader.

The success of Fevistik saw many ‘look-alikes’ entering the market. Some shopkeepers would handover these ‘look-alike’ in spite of consumer’s demand for Fevistik. To reinforce in people’s minds that the original glue stick is Fevistik; a strong message was delivered in a memorable way through various TVC's.

Following its success, the current commercial based on the same theme shows a fake hero trying hard to impress the shopkeeper by somersaulting his way into a stationery shop but ends up banging his head on the wall. After a series of failed stunts, he asks the shopkeeper for Fevistik. But, the shopkeeper gives him some other glue stick. He takes huge offense to being offered a duplicate and accepts only the original glue stick Fevistik from the shopkeeper.

Abhijit Avasthi - National Creative Director, Ogilvy & Mather: The challenge before us was to make sure that people insist on buying only the original glue stick Fevistik from the shopkeeper and not fall for local imitations. And what better way to drive the point than showing that even duplicates reject the fake glue stick and demand only Fevistik. The new commercial with the fake superhero delivers this message in an entertaining manner

Anil Jayaraj - Chief Marketing Officer, Pidilite Industries Limited: Fevistik is a market leader in glue stick category and enjoys significant top of the mind recall. It is the only glue stick brand which consumers remember and recall. The new communication aims at reiterating the same fact and encouraging consumers about making the right decision when it comes to choosing the glue stick. The communication also aims at educating consumers to be aware of look-alike products. We believe this new communication takes our brand ahead and stands out in an entertaining manner Apart from television, on-ground activations and branded digital content are also on the anvil.


Client: Pidilite Industries Limited
Creative Agency: Ogilvy & Mather, Mumbai
National Creative Director: Abhijit Avasthi
Executive Creative Director: Anurag Agnihotri
Senior Creative Director: Ashish Naik
Creative Director: Saurabh Dikshit
Associate Creative Director: Ramchandra Patil
Art Director: Abhijeet Patil
Vice President: Vivek Verma
Management Supervisor: Vishal Bijlani
Group Account Manager: Bindi Kanakia
Production House: Corcoise Films



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