Fevikwik Gel shows how to have total control in new campaign

Fevikwik, the largest selling brand of instant adhesives in India, has rolled out a TV campaign for its new product variant, Fevikwik Gel. The ‘Total Control’ TVC has been developed by O&M and the communication takes a step further to reinforce ‘enhanced user experience’.

The TVC emphasises the Total Control characteristic of the gel variant in a playful manner. The clever use of the hockey player as a character, who is much astonished about the control that he has over the ball during the game of hockey, maintains the wit and humour quotient as always in a Fevikwik TVC.

The film opens with one of the hockey team member receiving the ball. Upon trying to tackle the ball away from the opponents, the player suddenly feels exquisite control over handling the ball with the stick. Only to realise that he was controlling the ball as if it was completely stuck to the stick, the hockey player smoothly guides the ball into the goalpost. The much elated team glorifies the hockey player. The TVC ends with the tagline ‘Total Control wala naya Fevikwik Gel’.

Vivek Sharma, Chief Marketing Officer, Pidilite Industries, said, “Fevikwik TVCs have invariably showcased the product attribute with a sense of humour. This TVC presents the new variant Fevikwik Gel that gives more control to the user while doing what Fevikwik does best – sticking various broken objects instantly.”

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

Commenting on the concept, Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather - South Asia, said, “Fevikwik has always been characterised as a hero who comes out with its instant adhesive properties in all sorts of unexpected situations. We wanted to reiterate the heroics of Fevikwik and concurrently show an analogy that depicts total control characteristics of Fevikwik Gel.”

TVC Link:
https://www.youtube.com/watch?v=WjFcYc-WTpY

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