IIndia’s promoting story can’t be put collectively with out an honorary point out of Fevicol. In its newest activation campaign – a program by means of which manufacturers create consciousness – Fevicol provides a quirky contact to its long-running ‘Final Bandhan’ campaign: Fevicol has a joint, is not going to break,

The activism is easy sufficient: They discovered a rural sports activities competition with too many spectators and too few seats. A musical chairs situation ensues on the occasion, the place seating is solely obtainable on a first come first served foundation. Fevicol solves this difficulty by permitting individuals to be ‘glued’ to their seats – fairly actually.

The video for the campaign begins with an announcement: “Welcome to the Kila Raipur Rural Olympics,” adopted by photographs of a vibrant celebration, the place Punjabis dance with pleasure whereas individuals take part in sports activities reminiscent of lengthy leap, wrestling and horse racing. compete in. “But the most exciting game takes place off the field,” the narrator says after one beat, “a game of chairs… make a seat, lose a seat.”

Therefore Fevicol positioned “Human OOH” (Out of Dwelling Promoting) among the many viewers. Males sporting white Fevicol Pidilite T-shirts stroll across the stands with their buttocks sticking out: “Presenting a kind of couch [chair], sticky [sticky] The chair, it’s impossible to lose.”

Interspersed with the remainder of the advert are photographs of confused individuals laughing at boys strolling round with ‘sticky chairs’. “This chair will rise with you, move with you,” quips the narrator.

We do not know whether or not there is a seating drawback in the Kila Raipur Sports activities Competition in Ludhiana. However an advertiser needn’t hassle with information; All they’ve to do is promote the product.

In that, Activision is a bang for the buck: It speaks to audiences in the identical language the brand has for greater than a decade. It grabs consideration and does not take itself too significantly. It is the branding that makes Fevicol greater than a boring stationary merchandise. It is a glue, a excellent glue – the one we belief with our eyes closed. Why? As a result of we like and subconsciously imagine disagreeable advertisements Fevicol’s joint won’t ever break.

Learn additionally: Everest’s Chole Masala advert is harking back to the 2000s. Feviquik, identical league as Havells

Brand language of Fevicol

The fantastic thing about Fevicol’s brand language is that it does not hassle with the reality. The tonality of commercials permits the creator to make artistic leaps and play with exaggeration. Earlier Fevicol commercials haven’t tried to bash the performance of their product; He left it up to the viewers to decipher the subtext.

Prestigious bus ad, the place Fevicol occupies himself with a scene all Indians are all too acquainted with; A packed tempo, barely clinging to many individuals. On the finish of the advert, we’re solely left with the view of the Fevicol poster on the again of the bus.

One other advert the place Fevicol has crossed all limits of ‘quirk’ is the one the place Buffalo Cease milking as a truck loaded with cans of Fevicol pulls up to the shed – the joke is that milk sticks to buffaloes in the presence of a lot Fevicol.

This sort of artistic freedom can solely be exercised by a well-established brand that is additionally the market chief. At this level, the brand has advanced a lot that it does not promote to educate or develop clients—it advertises simply to make its presence felt. It is the perfect sort of account an advertiser can work on, and the workforce at Ogilvy reveals how a lot enjoyable it is to work on Fevicol campaigns.

Folks strolling with stools caught to their soles, one thing that is solely attainable in cartoons – and Fevicol commercials.

(Edited by Zoya Bhatti)