Fevicol launches new TVC to push its waterproof adhesive "Fevicol Marine"

Fevicol, the largest selling brand of adhesives in India, has rolled out a new TV campaign for ‘Fevicol Marine’, a specialized waterproof adhesive that protects furniture from de-bonding even when exposed to water.

 

The first commercial for Fevicol Marine went on air almost two years ago. The film stirred up nostalgia by borrowing from one of the most famous Fevicol ads, the one that featured the “Dum laga ke haisha” tagline. Albeit, this time, the tug of war wasn’t happening on land, but in the backwaters of Kerala. Since Fevicol Marine promises a strong bond even in water, it made for a fitting commercial. In the latest ad for Fevicol Marine, the communication is more than just functional. And keeping in line with Fevicol’s communication tone and humor, the TVC reinforces the promise of a strong bond that Fevicol Marine provides, even in water in the unique Fevicol fashion.   

 

Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said, “Fevicol Marine is a revolutionary product that provides very strong and durable bond even when exposed to water. In last 2 years, the brand has evolved to successfully create a niche waterproof adhesive category and strengthen the overall brand equity of the mother brand Fevicol. 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.”

 

He further added, “With the help of the new creative, the brand has embarked on a new journey of becoming the ideal adhesive for waterproof plywood & for damp areas like kitchen etc.”

 

The TV campaign will be supported by an integrated 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, 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 20 years, the Fevicol Marine ad captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been.”

 

The ad will be aired across key markets including entire Hindi speaking belt and supported by regional channels in South India, West Bengal, Maharashtra, and Gujarat for 4-5 weeks period starting mid-September, 2012. The communication will be extended through various BTL activities such as outdoor advertising, high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs, Marine Shoppee among other elements.

 

The storyline….

 

A boatman, somewhere in the rural hinterland, sets out in his boat to a nearby city. His boat is filled to capacity with wooden chairs. As he rows through the serene waters, an old man waves out to him, almost as if he wants to hitch a ride. Since there’s no room on the boat, the boatman subtly gestures to the old man that he can’t take him on board. Just then the old man clarifies that it’s not him who wants a ride but his young daughter. The boatman suddenly stops the boat.

 

When he sees the beautiful daughter, he decides to offer her a ride at any cost. He kicks a stack of chairs into the water and makes room for her. The girl quickly points out towards her goat. So the boatman throws more chairs into the water. Once again the girl points out towards a huge hay stack. Soon all chairs are kicked out of the boat. And the boatman happily continues his journey, ferrying the girl, her goat as well as the hay stack.

 

And he hasn’t gotten rid of his chairs either. He’s tied them to the boat with a rope, unperturbed by the fact that the wooden furniture is submerged in water. 

 

The film ends with a VO which brings forth the brand promise: Fevicol Marine. Wohi mazboot jod, paani mein bhi.

 

 

Fevicol Marketing Team: Vishal Malhan, Mayank Krishna, Sudhir Rao, Mainak Dutta

Creative Agency:  Ogilvy & Mather, Mumbai.

Creative team: Piyush Pandey, Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav.

Account Management team: Vivek Verma, Preetish Gupta, Ramanathan Sridhar.

Production House: Corcoise Films, Director: Prasoon Pandey, Producer: Cyrus Pagdiwala

Music Director: Dhruv Ghanekar, Singer: Kartik Das Baul.