Fevicol: 'Judh Jayein Tyohaar Pe'

Fevicol, the adhesives brand by Pidilite Industries, has rolled out a new TV campaign series to stay connected and strike an emotional cord around contemporary festivals. Conceptualised by Ogilvy and Mather Mumbai, the TVC reinforces the strong bond of togetherness on the festive occasion of Raksha Bandhan.

The advertisement kicks off with two animated elephant characters running playfully. What follows in another frame is the sister elephant holding a rakhi, looking for her two elephant brothers in exasperation. The elephant brothers watch impishly from a distance and then form the Fevicol logo.

Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, "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 Fevicol's animated elephant mascots. This manifestation of the thought is core to the way most of Pidilite products advertise. This new communication takes our earlier one ahead, and stands out especially in a highly competitive environment."

Piyush Pandey, Executive Chairperson and Creative Director, Ogilvy & Mather- South Asia, said, "Keeping in mind the tone and manner that Fevicol has had for the last 21 years, Fevicol 'Judh Jayein Tyohaar 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."

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The ad will be aired across key Hindi speaking markets and the TV campaign will be supported by an integrated digital marketing campaign.