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Tag: Fevicol

  • Brand Fevicol benefited most from Dabangg 2 association, Ormax

    MUMBAI: Fevicol leads the list of brand that tied up with Salman Khan‘s Dabangg 2, according to an independent study conducted by research agency Ormax Media.

    Fevicol evidently benefited from the usage of the brand name in the popular song ‘Fevicol Se‘, featuring Kareena Kapoor with Salman Khan.

    The study was conducted a week after the release of the film. As many as 12 brands had associated with Dabangg 2.

    Following Fevicol on the list is Colgate Active Salt, which had run a contest called the ‘Colgate Active Salt Dabangg 2 Challenge‘ with Sonakshi Sinha.

    Third on the list is Suzuki Hayate that is being endorsed by Khan himself. It had also run a multimedia contest with bikes as prizes.

    The study noted that other brands like Thums Up, Gillette, Dixcy Scott and Fastrack could not milk the association because of which they did not register significant recall.

    Meanwhile, despite having no association with the movie, Revital emerged as the brand with the strongest association with Khan. The consistent brand endorsement by Khan over the last few months ensured that it benefits from any ‘Salman Khan‘ event, including a film release like Dabangg 2.

    Ormax Media CEO Shailesh Kapoor said, “Upto 15-20 brands tie up with big films, but only about 3-4 actually derive any real value out of the association. We had conducted a similar study when Ra.One released, and now plan to conduct such researches for big releases at regular intervals. Using such research, brands can benefit from learnings derived from associations of various kinds, and use these learnings as an input into their own film associations.”

  • O&M Mumbai creates new TVC for Fevicol

    Mumbai: Fevicol has launched a new television commercial that has been created by Ogilvy & Mather Mumbai.

    Keeping in line with the Fevicol tone and humour, the TVC reinforces the promise of a strong bond that Fevicol Marine provides even in water.

    Ogilvy & Mather- South Asia executive chairperson and creative director Piyush Pandey, said, “Keeping in mind the tone and manner that Fevicol has had for the last 20 years, this Fevicol Marine ad captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been.”

    In the commercial, a boatman, somewhere in the rural hinterland, sets out in his boat to a nearby city. His boat is filled to capacity with wooden chairs. As he rows through the serene waters, an old man waves out to him, almost as if he wants to hitch a ride. Since there‘s no room on the boat, the boatman subtly gestures to the old man that he can‘t take him on board. Just then the old man clarifies that it‘s not him who wants a ride but his young daughter.Understanding this, the boatman suddenly stops the boat.

    When he sees the beautiful daughter, he decides to offer her a ride at any cost. He kicks a stack of chairs into the water and makes room for her. The girl quickly points out towards her goat. So the boatman throws more chairs into the water. Once again the girl points out towards a huge hay stack. Soon all chairs are kicked out of the boat and the boatman continues his journey, ferrying the girl, her goat as well as the hay stack.

    But while the boatman has the chairs bobbing along in the water, he also has these chairs fastened to the boat with a rope. The fact that the wooden furniture is submerged in water is clearly no cause for worry. The boatman continues his journey unperturbed.

    The film ends with a voice-over which brings forth the brand promise: “Fevicol Marine. Wohi mazboot jod, paani mein bhi”.

  • Fevicol launches new campaign to promote Fevicol Speedx

    Fevicol launches new campaign to promote Fevicol Speedx

    Mumbai: Fevicol is rolling out an integrated marketing campaign to promote its ‘fast-setting‘ white adhesive, Fevicol SpeedX.

    Created by O&M, the 25-second TVC will go on air on 25 February.

    This new water-based adhesive works on next generation formula – Nano Magnet Technology, resulting in a strong bond.

    Fevicol division chief – marketing Vishal Malhan said, “As a market leader, Fevicol always strives to bring innovative solutions which are in line with changing trends, tastes and preferences of consumers. In this fast paced world, speed matters more than anything else. The integrated marketing campaign and the launch of Fevicol Speedx‘s first TVC is in line with the strategic direction to create a fast setting adhesive category within the Premium White Adhesive space. We are sure consumers will enjoy the new creative and appreciate the proposition of Fevicol Speedx in bringing speed to furniture making.”

    The TVC brings out the proposition of speed in furniture making. Appealing to humor, the film shows a demanding customer ordering some furniture to be made very quickly and how the carpenter surpasses customer‘s expectation with an express delivery. All because of the of Fevicol Speedx.

    O&M NCD Abhijit Avasthi said, “It is always very challenging to launch a product variant and if it is Fevicol it gets even tougher. ‘Fevicol Speedx”, as the name suggests, bonds faster than the regular Fevicol SH. The communication is around speediness of the product. The communication yet again is humorous and quirky, a tradition set by Fevicol commercials over the years.”

    Additionally, the campaign will be supported by ground level activation and various consumer outreach programs during March and April. All trade centric activities are aimed at ensuring high visibility for the brand in market place. All user centric activities have been planned with the objective of building rapid awareness and inducing trial among carpenter/ contractor community, the company said.

    For driving awareness at user level, the company is also leveraging more than 45,000 of its Fevicol Champion Club members across more than 120 towns.