Fevicol 'Crazy Chairs' TVC Creates Ripples on Social Media

Fevicol’s latest TV commercial ‘Crazy Chairs’ TVC on the current election scenario in the country has crossed 1 million views in first 4 weeks of campaign launch. The TVC caught on much faster than expected by getting 10,69,813 views on Youtube. Thanks to its subtly imbibing brand messaging and humorous script the creative has generated 10,000 views on Facebook along with 7000 viewers liking the ad, with positive comments & shares.

Continuing its strategy to develop advertisements based on situations, the communication is more than just functional, and has kept in line with brand proposition of strong bonding. The TVC is build upon earlier ads where the Fevicol brand used day to day situations in a funny way to communicate. The campaign has become quite a rage across the country because of the current political scenario, just as the earlier campaigns became a big success.

Commenting on such a positive response, Mr Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said, “We are extremely delighted to have received such an overwhelming response for Fevicol “Crazy Chairs” TVC and that the audience have appreciated the concept. Fevicol has aims at exploring situations where the brand proposition can be communicated in a memorable and consistent way. In this TVC, we have experimented with the elections. We believe this new communication takes our brand ahead, and stands out."

The campaign, ‘Crazy Chairs, involves radio, TV, Print, digital (social networking sites such as YouTube, Twitter and Facebook), cinema theatres and outdoors.

The Chair. The root of power and control. This chair is at the center of every conversation today, as people are taking unprecedented interest in this general elections. With no clear favorite, it is anyone's guess as to who will win this election. There is only hope that whoever wins, sticks to the chair and does good work.

Fevicol, as a brand synonymous with both bonding and chairs, used this opportunity in the form of a tactical campaign - 'Crazy Chairs'. With a carpenter's workshop as the setup, the ad shows different chairs that bring alive the conversation that everyone in the country is having - Who will sit on the coveted chair? In typical Fevicol brand communication style, the ad features 3 unique chairs, bringing alive the diversity in today's political scenario. The film ends with the hope that the coveted chair be made with Fevicol, which serves the nation for a long time.

Credits:
Creative : Piyush Pandey
Account Management : Vivek Verma, Vishal Bijlani, Bindi Kanakia
Director : Prasoon Pandey
Production House : Corcoise Films
Producer : Cyrus Pagdiwala