Created by Ogilvy & Mather Advertising, the campaign highlights the efficacy of the product in a humorous way. Says O&M national creative director Piyush Pandey: ``We will launch the new TVC for Fevicol during the telecast of the second cricket test match on ESPN. Gradually it will be aired on other major channels too. Our main objective is to reinforce Fevicol's leadership position as the strongest brand in this category.''

Shot in Mumbai, the story board of the new commercial entirely relies on drama and music. The action takes place at a TV showroom, where carpenters are busy watching a climax scene from a Hindi potboiler. Chhorna nahin, pakre rehna, repeatedly screams the village belle holding on to the hero, who is clinging on to dear life from a rope, high up in the mountains, in the movie. Just then a carpenter unknowingly picks up a Fevicol can that has been placed on top of a television set.

The real drama unfolds. For the heroine suddenly stops screaming as the hero falls down instantly-thus proving that it was the Fevicol power that was keeping the hero intact with the rope. Pandey elaborates on the ad strategy: ``We have shown the bonding power of the product in a non-literal way. The message is simple - Fevicol is the ultimate adhesive.'' Says Pidilite Industries managing director Madhukar Parikh: ``Our market results and the creativity of our advertising goes hand in hand, and they will continue to do so.''

To support the television campaign, the company will also launch an aggressive print campaign comprising three press advertisements on December 26, 1999. Deviating from traditional print route, O&M has taken an unusual route to hammer the brand message - anything that comes in close proximity to Fevicol gets stuck. To illustrate the USP of Fevicol, the campaign shows how a small ad of Fevicol can attract great attention by its bonding strength.

To promote its other brand Feviquick, the company will be unveiling a new television campaign on December 28, 1999 across the nation. Yet again the agency has adopted a humorous route to promote the brand. ``If you spread Feviquick across a piece of bread, it can even catch the ever elusive flies in high mountains. That's what we have illustrated the bonding power of the product, '' says Pandey.

It may be recalled that O&M 's egg commercial for Fevicol walked away with a maximum number of awards for creative excellence last year. Explains Pandey on the relevance of launching the new campaign: ``We have taken a step forward from the egg campaign. However, we will continue to run the old campaign on popular channels.''