Pidilite unveils a unique spray adhesive TVC conceptualised by Ogilvy

Fevicol, the largest selling brand is synonymous with adhesives in India and has a range of adhesives in its portfolio for various surfaces and applications. It enjoys enormous appreciation and support from consumers as well as dealers and contractors.

Fevicol is known for its innovation in products as well as marketing, especially its hugely entertaining TVC’s.  The brand that has introduced many innovative products which have transformed the woodworking industry in India has now rolled out ‘Fevicol Ezeespray’. An innovative format of spray adhesive, Ezeespray offers convenience and speed for pasting laminates.  

Fevicol also unveiled a TVC to highlight the salient features of Ezeespray. Created by Ogilvy, the film conveys the message in witty and humorous manner.

Vivek Sharma, CMO, Pidilite Industries Ltd.: Continuing its tradition of innovation, Fevicol introduces Ezeespray that offers convenience of use, increased speed of pasting and reduced setting time to our end-users. This means faster completion of work and increased peace of mind for them. Ezeespray TVC communicates this technological superiority of Fevicol in its signature humorous way. 

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Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia: Fevicol has been known for its innovative product profile. Ezeespray is yet another testimony to this legacy. The idea was to present the product application in eye-catchy and humorous manner so as it stays with consumers for long.

The Storyline… 

The film opens in a studio where a Deodorant ad is being shot. We see a girl drooling over a boy as he uses the deo. As the director calls for the break, we see a woodworker appears to put a laminate on table. He uses Ezeespray to paste the laminate on wooden table and he does this with very ease. The girl in background is impressed by the woodworker. The film concludes with a voiceover – Fevicol Ezeespray – wohi majboot jod spray mein bhi.

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The TVC will be aired in Hindi speaking markets. The campaign will be on air for six weeks including IPL. 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.

CREDITS:

Client:  Pidilite Industries Limited

Creative agency:  Ogilvy Mumbai

Creative team: Piyush Pandey

Account management team: Vivek Verma, Pranay Merchant, Ankit Shastri, Vidhi Bhatia

Production house: Corcoise Films private limited

Director: Prasoon Pandey