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Tag: Fevicol

  • Fevicol bags CNBC-TV18’s IBLA brand campaign of the year award

    Fevicol bags CNBC-TV18’s IBLA brand campaign of the year award

    MUMBAI: Fevicol has been conferred with Brand Campaign of the year at the CNBC-TV18’s 15 Indian Business Leader Awards (IBLA), for its new ad campaign celebrating Fevicol’s 60 years milestone.

    Conceptualized by Ogilvy, Pidilite’s creative agency, TVC reinforces the brand idea of ‘unbreakable bonds’, with the tagline ‘Barson se Barson Tak’. The film beautifully highlights Fevicol’s journey over the years in its typical human and humorous fashion. It further showcases the strength of Fevicol, while drawing parallels with the changing paradigms of Indian social and cultural scenario.

    The award was presented by Minister of Finance Nirmala Sitharaman to Pidilite Industries chairman M.B. Parekh, Bharat Puri, Pidilite Industries managing director Piyush Pandey, Ogilvy worldwide and executive chairman India chief creative officer Prasoon Pandey, Ad Filmmaker, Corcoise Films.

    Pidilite Industries managing director Bharat Puri said: “We are delightful and honoured to receive such a prestigious award. Fevicol, over 60 years has been one of the most trusted brands in Indian households. The brand is loved by consumers for its reliable performance as well as contemporary advertising and the 60-year campaign salutes this long-standing relationship with consumers and contractors.”

    The campaign that won a million hearts also received phenomenal engagement on social media. The 90-second creative received 113 million completed views on various digital platforms apart from the innumerable shares on WhatsApp groups. The innovative usage of digital channels to propagate the campaign creative as content on OTT platforms such as Hotstar, Zee 5 struck a chord with the netizens.

    The award sought to recognize the most impactful mass media/ advertising campaign and the jury members shortlisted the nominees based on criteria such as campaigns/communication that has been acknowledged and featured at industry forums, panels, and awards.

  • Best moment marketing trends of 2019

    Best moment marketing trends of 2019

    DELHI: Brands have always been serious about their marketing plans. They spend months strategising their campaigns, involve the best of the technicians and talents to aid the creative process, and try to come out with communications that build trust among their target consumers. But the changing times and technologies have transformed this completely. The new-age consumer has the attention span lesser than that of a gold fish, and often ends up skipping the ads that a marketer had spent a good few months of his life in curating.

    The consumer of today believes in living in the moment and brands have to catch them in that exact time span. And this has given rise to an influx of creativity on social media platforms, the second homes of the new-age customers, in the form of moment marketing. While earlier this was fixed for some particular occasions like festivals and elections, year 2019 saw brands leveraging every small and big moment that was breaking the internet. From the series finale of Game of Thrones to the expensive bananas that Rahul Bose had to eat, from Delhi smog to Indian men’s cricket team bowling the ‘pink ball’ for the first time in an international match, everything became a creative field for the brands and their creative agencies.

    On the first day of the year, here’s a look-back on the most interesting moment marketing trends and top brands’ take on it!

    Game of Thrones Finale

    Game of Thrones was probably the best television show of the decade and had became a rage in the meme-world too with its initial seasons. But this year the craze was in multitudes as the show was wrapping up its journey forever. Though the season left many fans and cast members disappointed, the brands came out with some interesting campaigns.

    Johnnie Walker

    Durex India

    Swiggy

    Mother Dairy

    Yuvraj Singh’s Retirement

    Yuvraj Singh is one of the most successful and loved Indian cricketers. The champion best remembered for his iconic six sixes in an over and his incredible performance in World Cup 2011 despite his ongoing battle with cancer announced his retirement from the international cricket in June this year and like his fans, some brands paid their tributes to the star in their own way.

    Zomato India

    Fevicol

    Indigo

    Pulse

    Rahul Bose’s rendezvous with two expensive bananas

    The most bizarre and hence most hilarious trend of the year was two expensive bananas served to actor Rahul Bose by JW Marriott in Chandigarh. As soon as Bose shared the photo of the bill amounting Rs 442.5 online, brands jumped the marketing bandwagon to cash on this momentous opportunity.

    Oyo

    Zomato India

    Amazon Prime Video India

    Arre

    Iphone 11’s triple camera feature

    The launch of every iPhone is a meme fest for the netizens. From selling kidney jokes to takes on no massive updates from older versions, the internet sees it all. But this time, the fodder of the online discussion was the triple camera, which fed the imagination of the brands in ways unimaginable.

    Durex India

    Manforce Condoms

    Shaadi.com

    Embed:

    Swiggy

    Delhi’s Pollution

    Delhi smog is one of the most trending events online for the past many years. The even-odd rule and increased sale of face masks are interesting talk points online. This time, the brands also came up with their creative best inputs to market themselves online in an unconventional manner.

    Manforce India

    Pee Safe

    Policy Bazaar

    Filter Copy

    Onion Prices

    The economic turmoil going on in the country concerned everyone this year. The repurcussions were many including the sky-high prices of one of the basic staples in Indian diet, onion. While it worried all, the brands had their own way of using the situation to their benefit.

    Orient Bell

    HDFC Bank

    Trident

  • Economic slowdown: Smart marketers will not make cuts in advertising

    Economic slowdown: Smart marketers will not make cuts in advertising

    MUMBAI: As India battles, probably, the worst of its economic crisis since independence, a lot of industries are battling to keep their businesses going but it seems like the advertising industry is immune from the ill-effects. The marketing industry and the advertisers are seeing the slowdown as a need to advertise more and get more consumers.

    Speaking to Indiantelevision.com on the subject of economic slowdown, Liberty Shoes marketing head Barun Prabhakar said that while the financial crisis is real, it is not going to hamper their business or marketing prospects. “Some 10-20 years back, Indians used to earn first and then burned it. But in today’s time people are spending first and then thinking about earning the money back. So, the challenge for the brands is to stay visible even in tough times, as there is a lot of competition out there, especially from smaller businesses.  The marketing becomes very competitive and you have to evolve your strategies and budgets accordingly.”

    Pidilite Industries Ltd CEO Fevicol division Nitin Chaudhary shared similar thoughts as he quipped that smart marketers will not do short-term cuts in marketing budgets.

    He said, “For brands in our category, there is no direct link between media spends and demands. We advertise to build the brand and keep it salient. I think, in tough times, it is all the more important to make sure that your brand is visible and that’s why the smart marketers will not do any short term cuts. In fact, when the times are tough, they invest in the brands accordingly.”

    Auto industry has taken a serious hit because of the economic slowdown but it also seems positive about the future and denies any chance of revising their marketing spends to lesser amounts.

    TVS Srichakra Ltd executive vice president sales and marketing Madhavan P noted, “Though the industry has been impacted by slow vehicle production in the past few quarters, we expect the domestic tyre demand to grow by 6-8 per cent in the next few years. We are totally confident about the growth of two-wheeler tyre segment, both motorcycles, and scooters. The industry is expected to grow not only in urban and semi-urban areas but also considerable growth will be witnessed in the rural areas in the coming quarters. We are totally confident about the growth of two-wheeler tyre segment, both motorcycles, and scooters.”

    Isobar South Asia group MD Shamsuddin Jasani, however, differed a little in his perspective as he communicated his fears of marketing spends getting slaughtered with a dip in sales. He said that in such cases, advertising takes the first hit.

    But he was positive about the growth of the digital medium. “Advertisers consider reviewing their spends when the times are tough and that gives us a good opportunity to come forward as consultants and help them modify their business so they can have a bigger impact.” He also added that broadcasters who don’t have a sound digital strategy will take a hit in terms of ad revenues as the lines between digital and TV are blurring.

    Prasad Shejale, co-founder and CEO of Logicserve Digital also noted that digital medium is going to strive despite an economic slowdown and many advertisers might take chunks away from traditional spends to invest online.

    He said, "Digital is a way of life and brands will like to be where consumers are at various stages of the buying lifecycle. Thus, the digital industry will see a sustained rise in short as well as long term. In the current scenario, I am not seeing a slump in digital ad spend. Since digital channels are more measurable and efficient, I foresee more number of brands driving budgets from traditional media to digital, and this trend will continue to rise."

    "Brands are certainly cautious while allocating advertising budget but digital continues to be the preferred medium," he added.

    Prabhakar had also hinted a similar trend as he mentioned that dropping ad revenues on TV channels can't be attributed to economic slowdown but a change in the viewers' choice of medium.

  • Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

    Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

    MUMBAI: Marking its 60th anniversary in the Indian industry, adhesive brand Fevicol, from the house of Pidilite, is going to launch a new mega campaign capturing its bonding qualities. The 90-second-long campaign is not only going to be the longest by Fevicol ever, but will probably be the first campaign to run as a separate content on OTT platforms like Hotstar, SonyLIV, ZEE5, etc.

    The campaign was launched by Pidilite Industries Ltd MD Bharat Puri and Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey in Mumbai on Monday.

    Speaking about the long duration of the campaign in the world of 10-second long narratives, Puri said that if one has a story to tell, the writing is good and narrative is appealing, people will surely watch the whole ad. He insisted that to give the completion of 60 years of an iconic brand like Fevicol a greater impact, it was necessary to create a film and not just an ad film. And that is also why it is being hosted as a separate film on OTT platforms.

    The TVC tells the story of a two-seater sofa, covering its 60-year-long journey across households, generations, and families in Fevicol’s signature humorous and human fashion set against a peppy background score in Bihari dialect, written by Prasoon Pandey. The ad has simultaneously been created in six languages including Hindi, Bengali, Marathi, Tamil, and Telugu.

    Speaking about the storyboard of the ad, Piyush Pandey revealed that Fevicol has always had an integral approach to make its ads look inherently Indian. “I have been working with this brand for more than four decades and we have never subtitled the ads even for international festivals like Cannes. There are a few things that are cultural yet universal and Fevicol ads have been using that narrative in its ads since ever.”

    Puri added that Fevicol’s vocabulary has always been the one that brings out a sweet smile on the viewer’s face with its humorous approach and has never relied on laugh-out-loud intakes. He shared that the new TVC is built on the same core principles of keeping its Indianness and subtle humour alive.

    In its first leg, Fevicol has kept a budget of Rs 20 crore for the campaign which will go live on TV and digital platforms supported by radio and cinema.

    Pidilite Industries Ltd CEO Fevicol division Nitin Chaudhary told Indiantelevision.com that the ad will go live on genres on TV including news and movies with a major focus on GECs. Given the constraint of running a 90-second ad on TV, it might not be placed during sports events like one-day matches.

    He also shared that apart from TVC, several activities and campaigns have been planned for stakeholders in the B2B domain, while for consumers the TVC is the only marketing output.

    Puri, during the press conference, mentioned that they had also created a small prank campaign for the employees of Fevicol and Pidilite by duping into believing that the iconic elephants of the brand will be retiring on the 60th anniversary.

  • Fevicol rides on the Kabbadi wagon

    Fevicol rides on the Kabbadi wagon

    MUMBAI: Fevicol, one of the leading adhesive brands in Asia, has integrated with Pro Kabbadi League for an on-air and on-ground integration. The integration will go on till 31 August.

     

    Pidilite Industries  CMO Anil Jayaraj said, “Kabbadi is a sport integral to India’s culture. The game has seen resurrection as a mainstream sport through Pro Kabbadi League. Kabbadi is an ideal game for Fevicol to associate considering the fact that it involves strong holds, tackles and bonds which is in line with the brand’s messaging of strong bonding.”

     

    Madison Media Sigma, COO Vanita Keswani  said, “PKL’s viewership data are encouraging and proves the fact that the game is finding its feet amongst Indian viewers. It saw an astounding 218 million viewers tuning into Pro-Kabaddi League’s opening games.”

     

    Integration will involve on-air animated pushbacks and aston bands on Star Sports featuring ‘Fevicol ki Pakkad, Chootegi Nahin’ during live matches when a tackle results in entrapment of the raider. The classic Fevicol TVC ‘Haisha ad’ will be aired during matches on Star Sports and Star Gold. The brand will also communicate onground through messaging on LED screens at venues.

  • Ogilvy Mumbai scores a double whammy at the AME

    Ogilvy Mumbai scores a double whammy at the AME

    MUMBAI: Continuing its dominance at the ‘Effectiveness Awards’ shows, Ogilvy Mumbai enjoyed a stellar night at the AME’s (Asian Marketing Effectiveness Awards) held in Singapore on the 29 May.

     

    Ogilvy South Asia executive chairman & creative director Piyush Pandey said, “I am truly delighted at this wonderful performance.  It is all due to opportunities given by clients and the fantastic delivery of our battery of young men and women.  We value effectiveness which is achieved through high levels of creativity. Cheers to Ogilvy Mumbai and Geometry Global (the activation arm of Ogilvy).”

     

    On the back of big wins for Lifebuoy Roti & Google Reunion along with other wins on Vodafone, Mondelez, Fevicol and Akanksha, Ogilvy won a total of 17 metals thereby winning the twin titles of Asia Pacific’s Most Effective Agency Office of the Year & Media Strategy Agency of the Year. The AME’s recognise campaigns that demonstrate effectiveness in delivering a return on the marketing investment.

     

    Commenting on the win Ogilvy Mumbai head of planning Kawal Shoor, who was at the awards said, “This reaffirms that obsession with ‘The Work’ pays. Everything else is irrelevant. Every time I went up on stage to pick a trophy, I felt there were many of us going up together – my creative and account partners, my planners and my friends who are called clients.  I wish my brother-in-arms, Navin was there with me as well.  Ogilvy Mumbai winning the agency-of-the-year in Asia Pacific not just for effectiveness, but for media – through a panoramic bunch of work – not just film, is a good sign that we’re ready for tomorrow.”

     

    Ogilvy Mumbai head Navin Talreja added, “For the last two consecutive years we have won the title of the Most Effective Agency Office in the World but somehow Asia Pacific eluded us. Until now. At the beginning of the year, as an office, we committed to make it happen in Asia Pacific and so this is a wonderful feeling. A lot of blood, sweat and tears of creative teams, planners and account management has made this happen. A big salute to them all. And most importantly a big thank you to all our clients who keep partnering us and our crazy ideas helping us reach greater heights.”

     

     

    Ogilvy India  national creative director Abhijit Avasthi, the man behind the work that wins in the market place concluded, “This win reinforces our belief in the power of creativity and the Ogilvy way of doing things. Our clients are our biggest supporters, so a big thank you to them.”

  • Now brands piggyback elections

    Now brands piggyback elections

    MUMBAI: Move over political parties, election fever has gripped brands as well! As if political outfits telling people how they’ve changed their lives for the better wasn’t enough, we now have brands doing the honors. And while they may be performing a good deed in urging viewers to step out and cast their vote, not all brands that are piggybacking the polls seem to have got it right. Here’s taking a look at the election-based ads doing the rounds of television currently…

     

    Fevicol uses crazy chairs as a symbol

     

    Known for its clever, tongue-in-cheek advertisements, Fevicol’s latest too does not disappoint. A chai-wallah enters the shop of a carpenter who is making the next prime minister’s chair. He points out to three variations – one with BJP’s lotus, another with Congress’s hand, and a group of chairs joined unevenly symbolic of the Third Front. The advert is a pun intended on the politicos vying for power.

     

    Click here to watch the TVC

     

    Hero Hf Deluxe appeals to vote the one with merit

     

    Many a times, people vote for candidates/political parties who belong to the same region/community/caste/religion. The latest Hero advert advocates voting for people based on talent/merit instead of these mores.

     

    Click here to watch the TVC

     

    Google’s #PledgeToVote with Mr. Shyam Negi

     

    Part of Google India’s ambitious new campaign that encourages Indians to vote, the inspiring TVC tells the story of Shyam Saran Negi (97) from Himachal Pradesh, who has never missed a chance to exercise his right to vote since 1951 when India’s first general elections were held.

     

    Click here to watch the TVC

     

    Tata Tea Jaago Re strikes a strong message for women voters

     

    The second part of Tata Tea’s ‘Power of 49’ campaign targets women voters. The advert titled ‘kaala teeka’ is aimed at women from the upper strata, who don’t think much about exercising their right to vote.

     

    Click here to watch the TVC

     

    Sunfeast shouts a subtle slogan

     

    In keeping with the nature of the brand, Sunfeast’s latest advert is a fun take on political parties and elections. It features children as leaders and voters who go on to form the ‘Yippee’ party.

     

    Click here to watch the TVC

     

    RR Kabel poses a straight question

     

    Coming from a hardware brand, the advert comes straight to the point and tells voters to “choose wisely”. However, it does hit the right chord with a strong line of communication.

     

    Click here to watch the TVC

     

    Idea warns politicians ‘no ullu banoing’

     

    A typically smart-alecky advert coming from Idea, which is in sync with the brand’s punch-line, ‘no ullu banaoing’ even as it sends out a message to politicos not to fool the junta.

     

    Click here to watch the TVC

     

    Havells fans off bribery

     

    A clever advert that plays on the brand’s ‘Hawaa Badlegi’ proposition to send out the message that the ‘cash for vote’ trick will not work with today’s upright electorate

     

    Click here to watch the TVC

     

    Subhash sarees salutes women voters

     

    How does a clothes brand connect with elections? Subhash Sarees does it by saying that the ‘kaala teeka’ is the best form of adornment for any woman apart from the kaajal, bindi and so on.

     

    Click here to watch the TVC

     

  • Grab your paint! Grab your glue! Get ready to watch Pidilite spread it’s magic on worldoo!

    Grab your paint! Grab your glue! Get ready to watch Pidilite spread it’s magic on worldoo!

    MUMBAI: The super cool Mr. D. is cooking up a storm on worldoo.com by introducing a whole new series of art and crafts in association with Pidilite. Using kids favourite Rangeela student’s range of colors and Fevicol MR, Mr. D. has created exciting crafts such as superhero wristbands and fizzy bubbles.

    Design Yard on worldoo.com is one such place where kids can unleash their creative element. All they have to do is register themselves on worldoo.com and pay a visit to Mr. D. in order to be introduced to a plethora of options including designing a card in ‘Art a Minute’ to conducting some cool science experiments in ‘Sci-Fu’ like creating amazingly cool fizzy bubbles or making a super hero wrist band or grab hold of a parent and take up a bigger challenge in the form of ‘Take Your Time’. In addition to this, kids can also join the Doo Crew in the ‘Do-It-Yourself’ section to bring alive a really happy clown with the Rangeela student’s range of colors – a perfect art project for school!

    Commenting on the partnership, Mr. Harsh Wardhan Dave (Head, Experience and Brand at worldoo.com) says, “With marketers exploring unconventional mediums to reach out to kids, worldoo.com is looking at partnering with relevant brands to create content that would add value to the overall time that kids spend online. Partnering with Pidilite is one step in that direction. Going forward the team is looking forward to working with brands which are effectively willing to collaborate and add to the ethos to create responsible global citizens of tomorrow.”

    Pidilite industries, the largest adhesive manufacturer in India has already received good response from kids and parents alike with their products such as Rangeela Colors and Hobby Ideas. Mr. Rahul Sinha, –President of Sales and Marketing Consumer Products -ASF Division from Pidilte Industries said “Our products are a great resource tool for little artists. Non toxic in nature, these colors are based on the proposition of ‘Colors for Smart Kids’. We wanted to establish a connect with parents and kids and with worldoo.com having over 60,000 users, we have found it to be an optimal place on the internet for kids to see the magic that can be created through the use of our products.” Vanita Keswani, COO of Madison Media Sigma says, “Branded content engages with the consumer in a natural environment … We feel that interesting brand content is an excellent way to reach kids online for craft products and hence saw an obvious fit of Pidilite products with Worldoo.”

    Rangeela has a range of creative products including oil pastels, tempera colours, poster colours and gouache colours under its brand name.

  • Fevicol spreads togetherness with its elephant mascots

    Fevicol spreads togetherness with its elephant mascots

    MUMBAI: They have endorsed the message of togetherness for last many years. Now, Fevicol, the largest selling brand of adhesives in India, has rolled out its third edition of the animated TV campaign series to connect with its audiences during festive season.

    For the third edition of the TVC developed by Ogilvy & Mather, the communication has taken a step further to reinforce the ‘strong bond of togetherness’. What is working for the brand is the clever use of Fevicol mascots – the elephants. O&M has clubbed the interesting concept with animation advertising that has brought its elephants to life, thus growing its connect with the audience. The animated elephants have kept the wit and humour quotient intact as always in a Fevicol fashion way.

    Pidilite Industries Chief Marketing Officer Anil Jayaraj, said, “We are happy to present the third TVC in our ‘Judh Jayein Tyohaar Pe’ festive series. We have received positive feedback for our earlier commercials on Rakhi and Navratri and hope Diwali TVC also draws similar response. Picking out simple events of life, marrying these with the brand’s message and incorporating it in such a manner that the audience can find connect with the brand’s message has been the philosophy of all our campaigns and so has been for our festive campaign. We are happy to subtly remind our audiences that Fevicol would “stick” around and bond with them on all festive and joyous occasions.”

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

    Commenting on the concept, Ogilvy & Mather executive chairperson and creative director South Asia Piyush Pandey, said, “Fevicol has never shied from experimentation or risked averse. We wanted to give animated life to our elephants and are happy to already see them growing fondness and capturing places in the minds of the audiences.”

    The ad will be aired across key Hindi speaking markets from 2 November to 4 November including sports during India-Australia ODI on 2 November, 2013. The communication will be extended through various digital promotion plan and BTL activities such as high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs among other elements.
    The commercial opens with one of the Fevicol elephants developing cold feet at his attempt to burst tenderfoot sutli crackers. Meanwhile, he is realises that the other elephant, his fellow companion, has slyly already lit the much impactful rassi bomb right at his back. Bang! With the thudding noise of the crackers, the elephants go back to forming the Fevicol logo (trademarked for Fevicol – The Ultimate Adhesive) wishing everyone a happy, playful and a safe Diwali.

  • IBD India appoints Jatin Bhatt as COO & strategy planning director

    IBD India appoints Jatin Bhatt as COO & strategy planning director

    MUMBAI: Jatin Bhatt has been appointed chief operating officer and strategy planning director of IBD India, a Percept Hakuhodo Company.

    In his new role, Bhatt will be responsible for profitability and revenue growth organically and inorganically. He will also strengthen the strategic planning and integration function across 360 degree.

    IBD India CEO Rahul Gupta said, “Jatin has rich and diverse exposure in the advertising domain, and is just the right person to take IBD India into its next glorious phase. We are delighted to have him on board as we are sure that he is going to take IBD India to the next level.”

    Bhatt said, “I wish to leverage my FMCG experience of brand building to other categories here like consumer electronics, luxury, home care, appliances, estate, e-commerce dotcom and retail. My agenda would be to build the agency respectability and partnership with new and existing clients and motivate internally to build brands more enjoyable.”

    Bhatt has worked across geographies of India and across the world like London, Singapore, Thailand, Indonesia, Middle East. His specialisation includes consumer insights, demand generation – sales and marketing, new product development, innovation, mergers and acquisitions. He has been a part of creation of brands like Colgate, Saffola, Parachute, Tata Tea, and Fevicol.