In a 40-second spot, launched during the India-Pakistan match on Sunday, Fevikwik says 'Todo Nahin, Jodo'.
On Sunday, cricket enthusiasts were treated to a memorable India-Pakistan match, our first victory in the ICC World Cup 2015. And to a humorous ad campaign by Pidilite Industries for Fevikwik, popular instant adhesive brand.
The 40-seconder, strategically launched during this captivating match, captures the daily faceoff between Indian and Pakistani soldiers at the Wagah Border in a humorous and light-hearted manner.
As an Indian soldier and his Pakistani counterpart, try and outdo one another in during their usual border-march, the sole of the Pakistani soldier's shoe comes apart. He looks appealingly at his rival, who, in a flurry of movement, miraculously fixes it. A slow-motion replay reveals how the Indian soldier whips out a tube of Fevikwik from his pocket and mends his rival's shoe instantly. They salute each other and disband, at which point a voice-over and super go, 'Fevikwik. Todo nahin, Jodo!'
The TVC will be aired during the World Cup across key Hindi-speaking, and regional, markets.
Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, the agency behind this campaign, says, "Fevikwik is about solving problems. Fevikwik is about bonding. Fevikwik is about bringing a smile on the face of everyone in the world."
Pandey's creative team includes Anurag Agnihotri, Nasrullah Husami and Saurabh Dixit.
The ad has been directed by Prasoon Pandey. Corcoise Films is the production house.
Launched in 1959, Pidilite Industries owns brands like Fevicol, M Seal, Fevikwik, Fevistik, Roff, Dr. Fixit, Sargent Arts, Hobby Ideas and Cyclo.
Nima Namchu, chief creative officer, Cheil Worldwide SW Asia, is impressed with the way the brand ties the product proposition to the India-Pakistan theme.
"The ad definitely stood out during the match," he says.
Any rules of thumb brands and their agencies ought to keep in mind while crafting ads for World Cup spots? "Duration for sure - the shorter the film, the better it is," answers Namchu.
Hari Krishnan, former senior vice president and business head, Grey, South, says about the TVC, "I really liked it... maybe because it was in the midst of a bunch of horrendous ads," adding as an afterthought, "Actually no, it was good even as a standalone piece. Very topical - great use of the opportunity that the match presented."
Satbir Singh, chief creative officer, FCB Ulka, says, "It's topical, adorable, and a welcome antidote to the mindless trolling that fans on either side were indulging in. It's share-worthy. Above all, it's true to the product. I wish I had done it."