Fevicol

Fevicol was launched in 1959 and has a long history as a scrape used exclusively by carpenters. It later moved into the occasional use category. The campaign, breached by Ogilvy & Mather, was ab initio aired across the country in teaser poster ads and prints. The advertisements are created in the old traditional Indian flick poster style, with hand painted artwork and vivid colors. The ad takes on the skeletal frame of a mini movie with a father dressing up his fille as a male timbre for a skit.To complete the look, he glues on a moustache with a deposit down of Fevicol. Unfortunately for his daughter, it stays in place for good. The moustache is with her through good generation and bad, until her very last breath. A baby with a moustache is born the sec she passes away as a gesticulate to the concept of reincarnation. Piyush Pandey, executive chairman and CD for South Asia at Ogilvy & Mather was initially tasked to develop a campaign for another brand under the Pidil ite umbrella, Fevitite. Fevitite is too small a brand for a big whim like this.Take the money all everyplace again and shoot it for Fevicol, and that was the outset of everything. Ogilvy & Mather has turned a brand that does not immediately lend itself to creativity into an denote legend over the past vanadium decades. Work for the brand has scooped 99 awards over the past twenty years. To be honest, we didnt have a clue approximately the brand aspect when we started out, back then. Piyush happened to us, and I would say 1988-1999 was when the big leap took place, tell Madhukar B Parekh, managing director of Pidilite Industries.