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Spot Light | Sticks just as well

The latest Fevicol commercial makes you want to find out how the story unfolds
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First Published: Fri, Sep 21 2012. 08 03 PM IST
Nicely made: It makes you want to find out how the story unfolds.
Nicely made: It makes you want to find out how the story unfolds.
Updated: Fri, Sep 21 2012. 08 04 PM IST
Kartik Iyer, co-founder and chief executive officer of advertising agency Happy Creative Services (India) Pvt. Ltd, has also been creative director at Ogilvy and Mather. Iyer, who has more than 16 years of experience in advertising, also does stand-up comedy—his routine, The Higher Iyer Show, is a “twisted perspective on everything under the sun”. Happy Creative Services is known for commercials for Flipkart.com and the Incredible India! campaign, among others.
The latest Fevicol commercial rolled out by Ogilvy and Mather starts with a boatman refusing a ride to an old man. But as the old man clarifies that it’s his daughter who needs to be ferried, the boatman kicks a stack of chairs into the river to accommodate the woman, her goat and a haystack. The wooden chairs submerged in water are held together by Fevicol Marine. Tag line: Wohi Mazboot Jod, Paani Mein Bhi (The same strong bond, in water too).
Your first thoughts on the ad?
It’s nicely made—you want to find out how the story unfolds. The music is endearing and the performances are awesome.
Does the ad fit the segment?
In an era where there is information explosion and people are seeing so much advertising (good and bad), such questions are irrelevant. If the ad breaks the clutter and conveys the message clearly, it’s done the job. The question to ask is if it does justice to the brand—which it does, in true Fevicol style.
Are the Fevicol TV commercials becoming predictable?
It is an adhesive, one can’t really move away from that proposition. Was the commercial predictable? Would you have thought so if you hadn’t read the title of the commercial? The only way they are becoming predictable is that they are enjoyable.
What would you have done differently?
I would have parked the boat and spent some time with the woman.
Is it a challenge to create commercials for a category such as Fevicol?
I think so, considering it is a low-involvement category and you are communicating to the trade as well as the consumers. For a brand of adhesive to create good advertising consistently and yet stay relevant to both is quite a challenge. You will notice the music, characters and setting probably easily resonate with the trade. Yet the entire story and the emotions are so universal, they work for everyone.
Any other brands in the same category you recall fondly.
Not really; no fondness for the sticky category whatsoever.
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First Published: Fri, Sep 21 2012. 08 03 PM IST