Pidilite Industries' flagship glue stick brand, Fevistik, has launched a new 360-degree campaign. The new campaign aims to drive home in consumers' mind that they must look out for the original Fevistik, since there are many 'look-alikes' available in the market. Ogilvy India has conceptualized the tongue-in-cheek commercial, and delivers the message through a ' fake superhero'.
Speaking about the campaign, Anil Jayaraj, chief marketing officer, Pidilite Industries said, "Fevistik is a market leader in glue stick category and enjoys significant top of the mind recall. It is the only glue stick brand which consumers remember and recall. The new communication aims at reiterating the same fact and encouraging consumers about making the right decision when it comes to choosing the glue stick. The communication also aims at educating consumers to be aware of look-alike products. We believe this new communication takes our brand ahead and stands out in an entertaining manner."
The film is set in a stationery store. The camera pans to a 'superhero' crouched at the door, who is trying to impress the shop owner and his assistant very hard. He somersaults his way into the shop but ends up banging his head on the wall. He categorically asks for a Fevistik, but the shopkeeper hands him a glue stick of another brand. He tries some more stunts, but fails miserably. Finally, he takes great offense to being offered a duplicate and accepts only the original glue stick Fevistik from the shopkeeper, driving home the point that even a fake superhero trusts nothing but the real Fevistik.
Watch the commercial below:
AbhijitAvasthi, national creative director, Ogilvy & Mather said, "The challenge before us was to make sure that people insist on buying only the original glue stick Fevistik from the shopkeeper and not fall for local imitations. And what better way to drive the point than showing that even duplicates reject the fake glue stick and demand only Fevistik."
Apart from television, the campaign will also employ on-ground activations and branded digital content as touchpoints.
Client: Pidilite Industries Limited
Creative agency: Ogilvy & Mather, Mumbai
National creative director: Abhijit Avasthi
Executive creative director: Anurag Agnihotri
Senior creative director: Ashish Naik
Creative director: Saurabh Dikshit
Associate creative director: Ramchandra Patil
Art director: Abhijeet Patil
Vice president: Vivek Verma
Management supervisor: Vishal Bijlani
Group account manager: Bindi Kanakia
Production house: Corcoise Films
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Updated Date: Aug 14, 2014 19:08:41 IST