Ananya Pathak

Pidilite calls for ad ideas for Fevicol

The brand's recent tweet — #MyFevicolAd — invites ad ideas for all mediums.

Fevicol, the adhesive brand from Pidilite Industries is well-known for its quirky communication. From brilliant moment marketing to beautifully capturing its sixty years’ journey to its evergreen product proposition 'Mazboot jod', the brand has never disappointed. Credits for most of these ads go to the brand's creative agency partner — Ogilvy. The brand's latest campaign, however, makes us wonder if it is looking for a pitch…

On Wednesday, November 27, the brand announced a contest via a tweet — ‘Aisa mauka saath saal mai ek baar aata hai! Presenting the #MyFevicolAd contest. Watch the video to find out how a simple idea can win you an iPhone 11, Amazon gift voucher worth Rs 5000, and the chance to make a Fevicol ad! Mauka aaya hai. Pakde rehna, chhodna nahi!' read the tweet.

The narration of the ad highlights the 'Mazboot jod' preposition mentioning it as: “Pichle saath saal se Fevicol ke ads ne apko TV screen se hilne tak nahi diya. And without a doubt we found a mazboot jod' with you.” Celebrating 60 years of the brand, the tweet invites ad ideas for all/any medium — TV commercials, scripts, radio ads, print ads, tweets, meme, hoardings — 'till the time they can make us laugh’.

Individuals can submit their ad ideas by posting them on Twitter, Instagram or on Facebook, tagging the brand using the hashtag #MyFevicolAd by December 27, 2019.

Two days prior to announcing the contest, the brand tweeted, 'Parso kuch bada hone wala hai’.