Fevikwik Unveils 'Todo Nahin, Jodo' Campaign during India-Pakistan World Cup Match

Fevikwik, an instant adhesive brand from Pidilite Industries, unveiled its new TVC campaign titled Fevikwik ‘Todo Nahin, Jodo’. Launched with the eagerly-anticipated India vs. Pakistan match during World Cup, 2015 the campaign incorporates humor to promote the message of peace and harmony using the theme of bonding. Titled as ‘Parade TVC’, it subtly weaves in the brand attributes of Fevikwik as an instant adhesive promoting the broader message of strengthening bond between people.

Vivek Sharma, Chief Marketing Officer, Pidilite Industries Ltd, said, “Fevikwik as a brand is known for its instant adhesion quality. In line with Pidilite’s tradition of using humor in its advertising, the new TVC takes a witty perspective on human bonding. We launched the campaign with the India-Pakistan match at the World Cup 2015 because cricket, like Fevikwik, bonds people together. We believe the new Fevikwik TVC elevates the brand attribute of bonding from a functional to emotional level.”

Commenting on the campaign, Mr. Piyush Pandey, Executive Chairman & Creative Director, South Asia- O&M said, “Fevikwik is about solving problems. Fevikwik is about bonding.  Fevikwik is about bringing a smile on the face of everyone in the world.”

The film opens at an arched gate. One soldier each from both sides is seen parading and marching. Each is trying to outdo the other, and as they go through their marching routine we notice that the shoe sole of one of the soldiers has peeled off. Fearing a loss-of-face, as crowds look on, he looks appealingly at his rival on the other side. The other soldier waves his arms about in a flurry of movement following which the shoe is shown as being fixed. A slow motion replay reveals that the soldier has in fact pulled out a tube of Fevikwik and mended the shoe instantly, the action hidden by the speed of his movements.The march continues and the soldiers salute each other at which point, a Super appears on screen while a VO is also heard saying –“Fevikwik. Todo nahin, Jodo!”

The TVC will be aired during the World Cup across key Hindi Speaking and regional markets.

Credits:
Agency: Ogilvy & Mather, Mumbai
Creative team: Piyush Pandey, Anurag  Agnihotri, Nasrullah  Husami, Saurabh Dixit
Account Management: Vivek Verma, Vishal  Bijlani
Director : Prasoon Pandey
Production House: Corcoise Films