Friends, not foes

By: | Published: February 24, 2015 12:17 AM

Continuing with its tradition of using humour in its advertising, Fevikwik’s new ad rides on the India-Pakistan rivalry to make a point on human bonding

Campaign: Todo Nahin, Jodo
Brand:  Fevikwik
Company :  Pidilite Industries
Agency:  Ogilvy & Mather

The Campaign

The ad film opens at the arched gates at the Wagah border showcasing the ceremonial closing of the border gates every evening. Next, soldiers from either side can be seen parading and marching. As each one tries to outdo the other, while marching, the shoe sole of the soldier from across the border, Pakistan in this case, peels off.  Fearing a loss-of-face, as the crowd looks on, he looks at his rival in fervent appeal. The other soldier waves his arms and following a flurry of movement the shoe of his opponent is shown to be good as new.  A slow motion replay then reveals that the Indian soldier had in fact pulled out a tube of Fevikwik and mended the shoe of his opponent instantly. As all this was done very fast, the crowd could not get the see the real action. The show goes on and as the soldiers salute each other, a super appears on screen supported by a voice-over saying, “Fevikwik. Todo nahin, Jodo!” (Don’t break. Join).

Our Take

As a die-hard fan of cricket, I can safely say that a match between India and Pakistan means much more that the final match of the cricket World Cup. Taking a cue from this, Pidilite Industries launched its campaign for Fevikwik riding on the rivalry between the two countries, on and off the cricket pitch. The Beating Retreat ceremony projected in a light-hearted manner shows that one need not be too serious to thy neighbour all the time. Also the parade which is watched by thousands of people everyday, should act a bridge to bury the hatchet rather than creating differences. And this is depicted in a humorous manner when the Indian soldier fixes the sole of the shoe worn by the soldier from across the border.

“Fevikwik as a brand is known for its instant adhesion quality. In line with Pidilite’s tradition of using humour in its advertising, the new TVC takes a witty perspective on human bonding. We launched the campaign with the India-Pakistan match at the World Cup 2015 because cricket, like Fevikwik, bonds people together. We believe the new Fevikwik TVC elevates the brand attribute of bonding from a functional to emotional level,” said Vivek Sharma, chief marketing officer, Pidilite Industries Ltd.

Moreover, the timing of the launch of the campaign is apt. Given the fact that an India versus Pakistan cricket match is seen through the prism of patriotism and a win or loss is considered a matter of national honour, it always brings along with it a surge of adrenaline and anxiety, and the ad helps in lightening the mood.

The campaign also does wonders for an adhesive brand such as Fevikwik, which is basically  a utility brand.

Also, with each actor playing his part with aplomb, the campaign is a delight to watch. In all, a great  campaign to watch, as at the end of the story it leaves the viewer in splits as she realises  that alas, even the moustache-twirling, boot-stomping soldiers
posted at the border are just mere mortals, who like us, can have a bad day at work too.

RATING: ***1/2

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