Fevicol launches its new TV campaign series

Fevicol, the largest selling brand of adhesives in India, has rolled out a new TV campaign series to stay connected and strike an emotional cord around contemporary festivals.

In the new TVC developed by O&M, the communication is more than just functional, and has kept in line with product attribution especially with the use of Fevicol mascots – The Elephants. Fevicol has taken an interesting route of animation advertising and brought its elephants to life. The animated elephants have maintained the wit and humor quotient as in a Fevicol fashion way. The TVC reinforces the promise of a strong bond of togetherness on the festive occasion of Raksha Bandhan.

Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said, “Most of our advertising bases the core product benefit as the center point of communication, in an extremely creative and yet simple way. Post successful campaign with the last creative, we wanted to highlight the strength and brand promise in an entertaining and humorous manner that has become synonymous with Fevicol advertising. We believe that we have done the same with the Fevicol’s animated elephant mascots. This manifestation of the thought is core to the way most of Pidilite products advertise. This new communication takes our earlier one ahead, and stands out especially in a highly competitive environment."

He further added, “With the help of the new creative, the brand has embarked on a new journey of becoming the household name for bonding and togetherness.”

The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

Commenting on the concept, Mr. Piyush Pandey Executive Chairperson and Creative director, Ogilvy & Mather- South Asia says, “Keeping in mind the tone and manner that Fevicol has had for the last 21 years, Fevicol Judh Jayein Tohar Pe ad captures the festive spirit of India, borrows the flavor of playfulness, vigour and dynamism and therefore becomes a unique part of the Festive fabric of India.”

The ad will be aired across key Hindi speaking markets between August 17 - 20, 2013. The communication will be extended through various digital promotion plan and BTL activities such as high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs among other elements.