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