As my eyes huddle among the different articles manifesting on the bright Lenovo screen, trying to find something interesting, the 5th page of the website display a point of view on the recent TVC by Fevicol. The title reads, Fevicol: Bonding for dear life. Before I did with the reading stuff, I considered opening Youtube alongside on an extra tab (thanks to new google features) to interpret the allegory behind the film.
This new ad, “Govinda ek dahi handi anek”, is perfectly executed under the creative consciousness of Piyush Pandey of Ogilvy and Mather India. The AdFilm, like any other Fevicol Films, has forged itself with the Indian culture and with a little tongue & cheek humor created a hyperbolic film that is very much engaging. Dahi handi (earthen pot filled with curd) festival is most popularly celebrated in Maharashtra during Janmashtami (a Hindu festival), where a group of people known as “Govinda” breaks Dahi handi by forming a pyramid like formation.
The film, also, opens up with a similar group forming a pyramid to break the Dahi handi hung at a considerable height, and they succeed in doing so. Then suddenly a boy among the cheering on lookers points out towards another dahi handi at a distance, the Govindas instead of breaking up the pyramid move together in the same formation. The formation makes its ways, effortlessly through narrow lanes and streets before reaching the destination.
And as the AdFilm is about to end, one of the boy throws a bucket of water on one of the Govinda that leads in divulging the logo of Fevicol at his ‘back’, alike ending of every Fevicol films. The film depicts the attribute of Fevicol, that how it is employed for creating a strong and unbreakable bond, for which it is famous for.
This new ad, “Govinda ek dahi handi anek”, is perfectly executed under the creative consciousness of Piyush Pandey of Ogilvy and Mather India. The AdFilm, like any other Fevicol Films, has forged itself with the Indian culture and with a little tongue & cheek humor created a hyperbolic film that is very much engaging. Dahi handi (earthen pot filled with curd) festival is most popularly celebrated in Maharashtra during Janmashtami (a Hindu festival), where a group of people known as “Govinda” breaks Dahi handi by forming a pyramid like formation.
The film, also, opens up with a similar group forming a pyramid to break the Dahi handi hung at a considerable height, and they succeed in doing so. Then suddenly a boy among the cheering on lookers points out towards another dahi handi at a distance, the Govindas instead of breaking up the pyramid move together in the same formation. The formation makes its ways, effortlessly through narrow lanes and streets before reaching the destination.
And as the AdFilm is about to end, one of the boy throws a bucket of water on one of the Govinda that leads in divulging the logo of Fevicol at his ‘back’, alike ending of every Fevicol films. The film depicts the attribute of Fevicol, that how it is employed for creating a strong and unbreakable bond, for which it is famous for.
With the heavy Marketing Strategy, Fevicol, today is the part of everyday lingo among the Indians. Be it any TVC or print ad, Fevicol (through its songs, one liner, narration, and depiction), has always found quirky ways to position itself in the mind of Indians (Kudos to the creative team for the kickass campaigning).
A long-time back there was an interview with ‘Piyush Pandey’ and ‘Prasoon Joshi’, published in economic times, where Prasoon when confronted a stranger, who was stalking him for a while, he told that he has an idea for Fevicol which should be given a thought. Also, Prasoon added that they keep receiving Ideas from the public, which shows how Fevicol have ‘adhere’ itself among the mind of Indian consumers.
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