Fevicol's innovative ad campaigns that 'stuck' by

Fevicol, the most popular adhesive brand, a product of Pidilite industries, has never disappointed with its unique ad campaigns and witty humor. From funny TVCs to brilliant moment marketing to involvement of Bollywood celebs, the Fevicol marketing strategy has left a solid mark in the consumer’s mind and worked out excellently for brand recall.

Fevicol ad campaigns have engaged a large number of audiences, despite being a low involvement product. They have been constant with their ‘Fevicol ka Jod’ message for all these years in every campaign, be it digital campaigns or television commercials. Pidilite industries along with Ogilvy and Mathers have consistently delivered great content and engaged a large number of Indians over the years. This article has picked up their best ad campaigns over the years that were so impactful that they are still talked about.

Here are some of the best Fevicol ad campaigns and television commercials so far:

1. The Fevicol 60 years ad campaign

Pidilite industries and Ogilvy came up with a unique ad campaign to commemorate Fevicol’s 60 years. The iconic ‘Fevicol sofa ad’ became very popular among the masses and was aired in 6 different languages, making it one of the best ad campaigns of 2019. The creative masterpiece that it was, the Fevicol sofa ad seamlessly talked about how a sofa lasted for generations in the family and end with it being made with Fevicol. They wanted to show how the brand has been around for so long and how people everywhere think of it as a reliable brand. The 'Fevicol sofa ad' beautifully involved a human element here, like they always do and used the emotional route to get to the customers. This is their longest ad so far. They have managed to innovatively showcase how the Indian culture and scenario has changed so drastically and how Fevicol has been persistently marking its presence in the market. Their ingenious strategy got them a lot of traction and visibility.

2. Fevicol ad campaign for Diwali

This Diwali, Fevicol ad campaign for the festival were full of catchy and funny visuals as usual, involving different aspects of the festival. So, this Diwali both their campaigns were relatable and clearly conveyed the message which they intended to communicate. They tried to bring about the concept of having an environment friendly Diwali in their own fun way, making it one of the quirkiest Diwali ad campaigns. They used the medium of Facebook to target their audience this time.

· “Bhool se bhi pair mat rakhna” – Here they have talked about how rangoli easily gets spoilt so if you step on this rangoli you will get stuck to it.

· “Kya ye rocket udega” - Here they have conveniently merged the core component of the brand and social cause of having a pollution-free Diwali.

Source: Fevicol

3. Fevicol Moochwali ad

Just a decade before the Fevicol 60 years campaign, Ogilvy and Pidilite Industries had come up with another one of their best ad campaigns was the one celebrating half a century of the brand’s existence. The campaign kicked off with posters of a certain ‘Moochwali’ or woman with a moustache staring down at. This was like a teaser in print ads, newspapers and outdoor media in the form of a movie poster that featured a little girl and titled as ‘Moochwali’. The Fevicol Moochwali ad created a huge buzz before the ad campaign was even released.

Source: Pidilite Industries

The actual ad revolves around the life of a young girl, who was dressed up for a skit as a male character. For the same, she was made to wear a fake moustache as a part of the look. From that point, she wore the moustache on her for the rest of her life. One thing one can’t overlook is that at no point was it shown in bad light. She was shown carrying the look very sportingly. The whole idea was that the moustache was stuck to the face with Fevicol and to deliver the constant message of ‘Fevicol ka Mazboot jod’. To add to the humor element, they even showed the Fevicol adhesion did not fade away and the moustache when she lay on her death bed. As she took her last breathe, the scene shifts to show the birth of a baby who is born with a moustache similar as that of ‘Moochwali’. This is to show that the bond of Fevicol is so strong that it stays on for generations or lifetimes. The ad ends with the message, “50 saal se champion” (A champion for 50 years).

4. Dabangg 2- Fevicol se ad campaign with Arbaaz Khan Productions

Pidilite Industries tied up with Arbaaz Khan for a promotional deal in the movie's sequel in 2012, Dabangg 2. The deal was a non- financial one where Pidilite industries was to co-promote a song of the movie- 'Fevicol Se', which in a very quirky and unexpected way brought out the features of the adhesive brand in the form of a song, starring Kareena Kapoor Khan. Fevicol benefited a lot because of the mention of the brand name in a song that went viral among the masses in the country. Once again, Fevicol managed to get our attention in a tactful way. In a world where consumers are cluttered with ads and almost don't notice them anymore, the brand managed to catch people's attention where they least expected it, in a song! This was a one of a kind type of product placement that no one anticipated. This was one of the main reasons of its success.