Fevicol celebrates the spirit of Navratri through their animated elephants

Pidilite's brand of adhesives, Fevicol, has rolled out a sequel to the TV campaign series to stay connected and strike an emotional cord around contemporary festivals. The TVC reinforces the promise of a strong bond of togetherness on the festive occasion of Navratri.

[caption id="attachment_1164711" align="alignleft" width="380"] The TVC reinforces the promise of a strong bond of togetherness on the festive occasion of Navratri.[/caption]

Conceptualised by Ogilvy & Mather, the communication has kept in line with the product attribution, especially with the use of Fevicol's mascots, the animated elephants.

The film opens with two elephants fighting for a sugarcane stick. It's a tug-of-war, where each one is pulling the sugarcane stick towards his side with the help of his trunk. The stick then breaks into two halves and then a loudspeaker, mounted on a nearby tent, starts playing dandia music. Inspired by the festive tune, both the elephants start dancing and then merge to form the Fevicol logo.

More from Brands

Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, "The success of Fevicol's communication lies in its earthiness and its ability to break the clutter and connect with its audiences using the wit and humor quotient. Most of our advertising bases the core product benefit as the center point of communication, in an extremely creative and yet simple way. 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. We believe that we have done the same with the Fevicol's animated elephant mascots."

Piyush Pandey executive chairperson and creative director, Ogilvy & Mather- South Asia, said, "Fevicol has always innovated around topical events to reinforce their brand message while making the consumers smile at the same time. This is yet another example of how Fevicol's 'Judh Jayein Tyohar Pe' ad captures the festive spirit of India, borrows the flavor of playfulness, vigour and dynamism and therefore becomes a unique part of the festive fabric of India."

The television campaign will be supported by an integrated digital marketing campaign and BTL activities such as POS, among other elements.

Credits:

Fevicol Marketing Team

Agency: Ogilvy & Mather, Mumbai.

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

Account Management team: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar.

Director: Vaibhav Kumaresh