Raksha Bhandan in Fevicol Style - New Animated TVC
January 20th, 2014
Fevicol launches animated TVC series starting with Raksha Bandhan. Conceptualized by O&M and directed by Vibhav Kumaresh.
Fevicol,
the largest selling brand of adhesives in India, has rolled out a new
TV campaign series to stay connected and hit an emotional cord around
modern festivals. In the TVC, conceptualized and developed by O&M,
Mumbai, the communication is more than just functional, and has kept in
line with product attribution, especially with the use of the Fevicol
mascots – the elephants.
In
a departure from its humour-based campaigns in recent times, Fevicol
has this time taken the interesting animation route advertising and
brought its elephants to life. The animated elephants have maintained
the wit and humour quotient in the typical Fevicol fashion way. The TVC
reinforces the promise of a strong bond of togetherness on the festive
occasion of Raksha Bandhan.
The
ad film kicks off with two animated elephant characters running
playfully. They jump and leap trying to abscond secretly. What follows
in another frame is the sister elephant holding a rakhi looking for her
two elephant brothers in exasperation. The elephant brothers watch
impishly and then go back to form the Fevicol logo (trademarked for
Fevicol – The Ultimate Adhesive). The value to the advertisement lies in
its simplicity to convey the core product proposition and has
successfully hit the nail right. This advertisement has been
path-breaking in a clutter of glamorous ads.
Anil
Jayaraj, Chief Marketing Officer, Pidilite Industries, said, Most of
our advertising bases the core product benefit as the central point of
communication in an extremely creative and yet simple way. Following the
successful campaign with the last creative, we wanted to highlight the
strength and brand promise in an entertaining and humorous manner that
has become synonymous with Fevicol.
Credits:
Agency: Ogilvy & Mather, Mumbai
Creative team: Piyush Pandey, Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav, Chirayu Palande
Director: Vaibhav Kumaresh
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