Why the Fevicol ka jod is the strongest this election season

Finally, an ad about the elections that isn’t preachy, does not tell you to go vote, does not tell you who to vote for, is tongue-in-cheek and supremely clever. We are talking about the newest Fevicol commercial - Crazy Chairs, by Ogilvy & Mather.

The film is set in a small store dealing in wooden furniture. A chaiwalla is om his delivery round, when he stops to speak to the owner of the store over very strange chairs he notices. “Who are you making these bizarre chairs for?” he asks. The owner excitedly points to a lotus-shaped chair and says, “This flower one is for Narendra Bhai’s party!”

He volunteers more information and points to another chair which is shaped like a hand. “We don’t know who is going to be sitting in this one, so I’ve made it adjustable!” he says. The chaiwallah is suitably impressed.

Next, he points to a row of chairs that have been attached together. He tells the chaiwallah, “This one is for the third party; there are so many of them. I’ve put random chairs together and made a large chair that can seat many.” The chaiwallah gives him a very conspiratorial look and tells him to make all chairs with Fevicol so that they are strong and last long." He then continues with some more advice, “Sell it at thrice the amount that the chair is worth. Because whatever happens, only one chair will make it out of the shop; the other two are a waste!”

The film ends with the owner telling him to quit his chai business and become a special advisor on the Election Commission.

Ogilvy & Mather has created the most memorable ad this election season; and this is what makes Fevicol one of the most legendary brands in Indian advertising.

The tongue-in-cheek references to the BJP, the Congress and the Third Front are certain to make supporters of all parties laugh.

But what is important is the only reference to the angst of the people, when the chaiwallah asks the store owner to make the chairs strong. Which one of us does not hope against hope for a strong, stable government?

Credits:

Creative - Piyush Pandey
Director - Prasoon Pandey
Account Management - Vivek Verma, Vishal Bijlani, Bindi Kanakia
Production - Corcoise Films
Producer - Cyrus Pagdiwala