Fevicol reinforces its leadership with its new Fevicol Marine TVC

Fevicol, the largest selling brand of adhesives in India, has rolled out a new witty TV commercial reinforcing its leadership and unmatched product superiority. The ad film reiterates Fevicol Marine’s strong bond in water with the tagline ‘Asli Waterproof Adhesive’.

The new TVC developed by Ogilvy, aims to communicate that Fevicol is the most technologically superior brand that can deliver unmatched waterproof bonding and does so in its own unique way.

Mr. Vivek Sharma, CMO, Pidilite Industries Ltd, said, “Fevicol Marine is an advanced product and highlights Fevicol’s technological prowess. Post the successful ‘boatman’ campaign, we wanted to highlight the brand promise in an entertaining manner that has become synonymous with Fevicol advertising. The new marine TVC aims to showcase the product superiority of Fevicol Marine compared to other offerings in the market.”

Commenting on the campaign, Mr. Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather, says, “The campaign keeps in mind that currently most consumers cannot differentiate on wood adhesives performance and technology. The idea was to present the differentiation in an easy and humorous manner. Like all Fevicol ads, this TVC also borrows from India and captures the spirit of India.”

The Storyline…

Set in the backdrop of Kerala backwaters, the TVC features four shopkeepers who are running their business illegally on a bridge. One day, when they see police approaching, they fold their shops which are made of wood and drop in water below. As the police approach, they pretend as if exercising and nothing fishy is going on. Once the police is gone, each of them starts pulling the shop up and putting it back. While three are done setting shops again, the fourth one is also trying to set it back. As he is trying to pull the wooden structure, it collapses midway. As he looks shocked, we hear a voice over saying ‘Fevicol Marine nahi lagaya to kya marine lagaya’. As the other shopkeepers laugh at him, a super of Fevicol Marine box appears with ‘Asli Waterproof Adhesive.”

The TVC will be aired in key HSM and Karnataka. It will be supported by an integrated marketing campaign. The communication will be extended through various below the line (BTL) activities such as outdoor advertising, high visibility and innovative point of sales, demand generation activations and dealer certifications.

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