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Tag: Fevikwik

  • Conceptualised by Ogilvy

    Fevikwik gel launches quirky campaign

    Pidilite Industries Limited has announced the launch of a new campaign ‘Galti Sudharne ka Mauka De’, for its latest variant Fevikwik Gel.

    Says Manish Dubey, Chief Marketing Officer, Pidilite Industries Ltd: “Fevikwik dominates the instant repair category to the extent that it is the only brand people think of when it comes to repairing broken items. However, we recognised that in some cases, repairers need a few more seconds to readjust the pieces for a perfect outcome. This realisation prompted the development of Fevikwik Gel. Our new Fevikwik Gel represents a significant advancement in the instant repair category. The campaign, employing trademark Pidilite humour and real-world situation, illustrates how Fevikwik Gel streamlines the repair process by facilitating swift corrections and enables users to approach any repair or adhesion task with ease and confidence.”

    Added Piyush Pandey, Chief Advisor, Ogilvy India: “Pidilite is a forever innovative company. This time the innovation is with Fevikwik Gel. The Gel gives you that little extra time that you require for adjusting before permanently fixing. The Fevikwik team at Ogilvy & Pidilite found it to be another great opportunity to communicate product benefits in Pidilite style which leaves a smile on your face.”

  • Fevikwik’s‘ Khushiyon kechand pal’ and Swiggy’s ‘No order to small’ win top honours at the Star Re.Imagine Awards

    Ogilvy, Lowe win at Star’s IPL ad awards

     

    By A Correspondent

     

    Fevikwik and Swiggy bagged top honours at the Star Re.Imagine Awards presented on Monday for excellence in creativity (Best Creative Campaign) and creativity along with the use of integrated media (Best Integrated Creative Campaign) respectively in campaigns that reached out to audiences across TV and Digital at the recently concluded Vivo IPL 2018 on Star India. Additionally, eleven campaigns across nine brands received special mentions. Sanjay Gupta, Managing Director– Star India and Guest of Honour, M S Dhoni felicitated the two winners with spectacular bespoke glass trophies designed by the grandmaster of British Glass studio, Peter Layton.

     

    The winners and other meritorious campaigns were selected by a bespoke jury comprising John Hegarty, Piyush Pandey, Raju Hirani, Vibha Rishi, Rahul Welde and V Sunil. They evaluated over 300 campaigns from over 125 brands (131, to be precise) that had played during the Vivo IPL 2018 till Friday, the May 25, on the Star TV Network and Hotstar. The judges selected campaigns that excelled in both - creativity and leveraging the power of multi-platform TV and Hotstar.

     

    Noted a communique: “All great campaigns are a result of great teamwork. Hence the two winning teams of up to 24 members each from Fevikwik and Swiggy comprising Marketing, Creative, Media etc will be hosted at a bespoke global sporting event. The Star Re.Imagine Awards celebrate and reward not just creativity, but great teamwork as well.”

     

    Said Sanjay Gupta, Managing Director, Star India: “We instituted the Star Re.Imagine Awards 2018 as a platform to enthuse the incredible marketing and advertising talent of India to create magic and disruption this IPL. We heartily congratulate all the winners for having created extremely engaging and inspiring narratives. These campaigns seized the imagination of the biggest ever audiences in an IPL across TV and Digital screens combined and contributed immensely to making the Vivo IPL 2018 a truly delightful experience for all. A very special thank you to all the members of the elite jury who helped immensely in creating a brand for the future – the Star Re.imagine awards.”

     

    Partnering with Star India in this initiative were Sideways and Kyoorius. Dhoni, who not only did the honours to felicitate the winners, also held the audience spellbound with his reminiscences about how he had reimagined his life with cricket.  Dhoni’s arrival in Indian cricket and his subsequent rise is a well-known and much-loved story of unprecedented success.

     

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    List of winners &SpecialMention from the elite jury are:

    Winners:

    1. Best Creative Campaign: Pidilite’s Fevikwik- campaign titled‘Khushiyon ke chand pal’conceptualized by Ogilvy & Mather.

    2. Best Integrated Creative Campaign (leveraging of TV and digital platforms): Swiggy- campaign titled ‘No order to small’conceptualised by Lowe Lintas, Bengaluru.

     

    Brands that received Special Mention from the jury.   (In alphabetical order)

    1. Amazon

    2. Coca-Cola – Brands Coca-Cola & Sprite

    3. Flipkart

    4. Future Group – Brand Factory

    5. Pidilite – Brands -Fevicol Ezee Spray & Dr. Fixit

    6. Peter England

    7. Tata Sky

    8. Vivo

    9. Vodafone

     

  • In humorous 20-second spots, the TVCs acknowledges role women play in bringing moments of joy to families

    Pidilite gets womenfolk to tackle unexpected household chores

     

     

    Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new television ad campaign titled ‘Khushiyon ke chand pal’, which depicts woman being unexpectedly appreciated by her loved ones for repairing different things in houseshold.

     

    The campaign, conceived by Ogilvy & Mather, through a series of films with Fevikwik sense of humour, highlights the versatility of Fevikwik in fixing anything, from toys to ‘jhumka’ to a ‘mandir ki ghanti’. It talks about how Fevikwik can not only fix broken objects but also cement the bonds between husband-wife, mother – son, mother-in-law and daughter-in-law.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “A woman is at the heart of every family. But very often she goes unappreciated for little things she does around household, including repairing broken things at home that are favorite to family members. The new TVC campaign, in its own humorous way, appreciates this role that she plays by bringing back things to life through repairs and creating little moments of joy.”

     

    Commenting on the concept, Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia said: “Fevikwik has always created wonders and various moments of joy for enormous number of consumers. The ‘Khushiyon ke chand pal’ (moments of happiness) campaign depicts that this instant-bonding adhesive is a perfect partnerfor every housewife to have cherished moments and fix any kind of day-to-day things.”

     

     

  • Demonstrates total control experience in a Humorous fashion

    Pidilite highlights enhanced features of Fevikwik in latest TVC

    By A Correspondent

     

    Fevikwik is set to roll out a TV campaign for its new product variant, Fevikwik Gel. The ‘Total Control’ TVC is developed by O&M and the communication takes a step further to reinforce enhanced user experience.

     

    The TVC emphasizes the total control characteristic of the gel variant in a playful manner. The clever use of the hockey player as a character who is much astonished about the control that he has over the ball during the game of hockey maintains the wit and humor quotient as always in a Fevikwik TVC.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Fevikwik TVCs have invariably showcased the product attribute with a sense of humor. This TVC presents the new variant Fevikwik Gel that gives more control to user while doing what Fevikwik does best – sticking various broken objects instantly.”

     

    The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets there are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

     

    Commenting on the concept, Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia says, “Fevikwik has always been characterized as a hero who comes out with its instant adhesive properties in all sorts of unexpected situations. We wanted to reiterate the heroics of Fevikwik and concurrently show an analogy that depicts total control characteristics of Fevikwik Gel.”

     

  • Arnab said: Ladies and gentlemen on this first day of April 2015, it is indeed strange that a Pakistani soldier doesn't carry his own adhesive. Doesn't the country make its own adhesives? Does this tell a story of the Pakistan economy?

    News-hour debates Fevikwik ad. Nation wants to know why Indian soldier touched feet of Pakistani soldier to repair shoe, thunders Arnab

    By Ravi Balarama

     

    The newsroom had shifted to the bustling Pan Bazaar locality in Guwahati yesterday.  The editor-in-chief was visiting his home, where he heard about this controversy and decided to convert it into a special show. After all, nothing works more with viewers than the nationalistic stuff.

     

    Arnab started the show with his monologue. He aired the commercial and asked: Why is that the Indian soldier is made to fix the shoe of the Pakistani, why couldn’t it be the other way around. “I have three points to ask: One, Why, just why, did it have to be the Indian soldier almost touching the feet of the Pakistani chowkidaar?  Two (and he even speaks even louder): Should brands be allowed to play around with the sentiments of the country? And three, ladies and gentlemen on this first day of April 2015, it is indeed strange that a Pakistani soldier doesn’t carry his own adhesive. Doesn’t the country make its own adhesives? Does this tell a story of the Pakistan economy. Tonight ladies and gentlemen, we are going to discuss a very vital issue. But first should our soldier have a made a connect with the shoe of a Pakistani soldier. That’s the Burning Topic today and I invite our galaxy of greats. Remember your channel is the only channel with this story. Exclusive and first, as always.

     

    The guest coordinator had done her job. We had a retired army general, a foreign affairs expert, one guest from Islamabad and a strategic affairs commentator from the United States who had earned his stripes in the Vietnam war and finally the inhouse expert, possibly Maroof Razza. Well-known adman Prahlad Kakkar was also on the panel, and so was Piyush Pandey. Shobhaa De was likely to join as well as representatives from the BJP, Congress, Akali Dal and National Conference.

     

    But first Arnab started with Piyush Pandey, Executive Chairman and Creative Director-South Asia, Ogilvy: “Mr Pandey, we are delighted to have you on News-hour tonight. Sir, you have done some fantastic commercials. Why this? Do you think it works?”

     

    And this is how the conversation went:

    Pandey: “See, Arnab, it’s just an ad, it’s a funny situation, it’s”

    Arnab: “But fun at the country’s expense?”

    Pandey: “How  can”

    Arnab: “Not right, I disagree”

    Pandey: “you even say that”

    Arnab: “No way, No way”

    Pandey: “for a nationalistic brand like Fevikwik”

     

    The conversation went on. The guest from Islamabad spoke next. Click here to read the rest of this report.

     

  • The TVC weaves in the brand attributes of Fevikwik as an instant adhesive promoting the broader message of strengthening bond between people

    Bonding takes a new meaning in Fevikwik’s latest TVC

    By A Correspondent

     

    Fevikwik unveiled its new TVC campaign titled Fevikwik ‘Todo Nahin, Jodo’. Launched during the India vs. Pakistan match during World Cup, 2015 the campaign incorporates humor to promote the message of peace and harmony using the theme of bonding. Titled as ‘Parade TVC’, it subtly weaves in the brand attributes of Fevikwik as an instant adhesive promoting the broader message of strengthening bond between people.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries Ltd, said, “Fevikwik as a brand is known for its instant adhesion quality. In line with Pidilite’s tradition of using humor 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.”

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman & Creative Director, South Asia- O&M said, “Fevikwik is about solving problems. Fevikwik is about bonding.  Fevikwik is about bringing a smile on the face of everyone in the world.”

     

    The TVC will be aired during the World Cup across key Hindi speaking and regional markets.

     

  • The creative director killed that one thing which makes Pidilite advertising shine: Entertainment. And that's nothing to laugh about

    Debrief: Fevikwik: 2012 ends on a low

    By Anil Thakraney

     

    Well, sad to report that the last ad I review for the year 2012 didn’t leave me amused at all. Even though all that the protagonists do in the ad is keep laughing out loudly. In fact, that is the central idea in the new Fevikwik commercial.

     

    I watched a couple of TVCs, and in each two brothers are seen guffawing away. And being bumbling fools, they keep breaking things around them. Then they apply Fevikwik, and the mad laughter carries on. The core thought I guess is this: When you have Fevikwik around, there’s no worry over things smashing and crashing. And exaggerated laughter is used to jazz up the idea.

     

    Must say I am both, terribly disappointed and irritated. Disappointed, because this maha bore ad comes from the house of Pidilite, from whom we have come to expect superlative advertising. And irritated because the creators of this ad, in their excitement to be wacko, overlooked one very significant problem: It’s no fun at all watching two adult men continuously laughing, and laughing hysterically at that. While this approach does make the communication single-minded, the non-stop laughter makes it unbearable. In short, the creative director killed that one thing which makes Pidilite advertising shine: Entertainment. And that’s nothing to laugh about.

     

    Anyway, even as we end the year on a bad note, here’s hoping to see smashing work in the New Year. Work that will make us, the viewers, laugh.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=ilxRbt1T8s0[/youtube]

     

    Rating: (On a scale of 0 to 5): 1. Not funny. Not funny. Not funny.