Fevicol 'Sofa' campaign depicts 60 years of the brands existence

Fevicol, one of Asia’s most trusted adhesives brands, is celebrating its 60 years of operations. The brand born in 1959 has become a household name that is now synonymous with unbreakable bonds. Launched with a single product, today Fevicol has over 75 variants like Marine, HeatX, Hi-per, EzeeSpray and defines the adhesive category. It has introduced many innovative products which have transformed the way furniture is made in India. Over the years, Fevicol has become the preferred choice of wood-working community across 70+ countries.

To celebrate this milestone, Fevicol has unveiled a new mega campaign that captures its bonding qualities. Conceptualized by Ogilvy, Pidilite’s creative agency partner for over three decades, the new TV film highlights the Fevicol’s journey over the years in its typical human and humorous fashion. The film showcases the strength of Fevicol while drawing parallels with the changing paradigms of Indian social and cultural scenario. The campaign goes on air on August 23rd.

Mr. Bharat Puri, MD, Pidilite Industries Ltd, said, “Fevicol is one of the rare adhesive brands to feature in the most trusted brands in Indian households. It is loved by Indians for its reliable performance as well as its earthy, humorous and contemporary advertising. The 60 year Fevicol campaign celebrates its unbreakable bond with generations of Indians”. 

Mr Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, said, "To me, Fevicol is not just an adhesive, but a cultural glue that salutes the people of India.  Fevicol as a brand, 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."

The new film takes the audience on a journey of multiple generations through a perspective of a sofa. The spot opens in the old era where we see a newly wedded couple heading home with a gifted sofa. As the story progresses, we see the sofa being handed over from one family to another, one generation to another. The same is complimented through a peppy background score in UP dialect. It showcases how the sofa has witnessed various events through its lifetime yet it’s going strongly. The closing visuals takes us through the making of the sofa and how Fevicol is integral to making any furniture.

The ad film will be longest by Fevicol ever and will be aired on leading GECs, digital platforms and will be supported by radio and cinema. For the first time ever a brand’s advertisement will be placed as content on OTT platforms like Hotstar, Sonyliv, Zee5 etc. Madison Digital has designed the strategy to spread the footprint of this video across various digital touchpoints. The booster plan is built to make sure it touches ~1/4 of the internet population on the day of launch itself. Additionally, seeding an ad film as a part of native content across top OOTs is first of its kind.

Fevicol, from beginning, has adopted unique and bold marketing ways. It is known for its innovative and quirky marketing and communications strategy. The brand engaged with the customers at multiple platforms to educate and create awareness. In 1997, Fevicol released its first TV ad – ‘Dum laga ke haisha’ featuring renowned filmmaker Rajkumar Hirani and that was just the beginning. While the initial stages of its advertising focused on the functional aspects, it later advanced to humorous real-life scenarios and contextual references. Some of Fevicol’s memorable and iconic ads include ‘Egg’, ‘Vagabond’, ‘Dum Laga Ke Haisha’, ‘Moochwali’, ‘Bus’ and ‘Train’ spots. Its consumer engagement initiatives such as Free store, Fevicol Room at Lalbaugcha Raja, Kumbh Mela activity, Fevicol Runners at Mumbai marathon have been memorable for their peculiar approach. 

Fevicol uses topical and quirky creatives on digital media including platforms like Instagram, Twitter and Facebook to further enhance its iconic imagery on creative advertisements among younger audience. Be it the latest episode of Game of Thrones or a trending topic like the #10YearsChallenge, the brand adapts the ‘Mazboot jod’ proposition in context of these topics to make it interesting for the audience. 

Fevicol engages its stakeholders including carpenters and end consumers through various platforms. It introduced Fevicol Champions’ Club (FCC) in December 2002. FCC is an ethnic social platform that brings woodworking contractors together to boost their personal and professional growth. It is a pan-India community-based program where people of the woodworking industry learn new techniques, build networks, and earn recognition for their work. Its widespread presence makes it the single largest platform for contractors. Fevicol Design Ideas (FDI), another initiative by Fevicol, provides a platform for interior designers & contractors to showcase their work and consumers to select the best. It provides the consumers to search for the latest in home décor, hire a contractor, and acquire the decision-making power FDI’s knowledge kit. 

Due to its widespread efforts Fevicol has partnered with more than 10,000 Interior Designers, 75,000+ dealers, more than 1000 Distributors and over 1,20,000 Contractors.