Pidilite celebrates ‘Khushiyon ke chand pal’ in new TVC campaign

Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new television ad campaign titled ‘Khushiyon ke chand pal’, which depicts woman being unexpectedly appreciated by her loved ones for repairing different things in household through its latest two humorous 20 Seconds spots. The brand will air the TVCs on 22 November 2017.

The first TVC opens with a kid sitting at a dining table eating food. ‘Mummy, Karela aur dena,’ he suddenly says to his mother.  His request for more Karela surprises his mother. A voiceover is heard in the background, “Aisa roz roz nahi hota hai”. The film goes into a flashback where the mother is shown fixing the kids’s favorite toy car using Fevikwik. A voice over in the background says, “Yeh aaj sirf isliye hua hain kyonki Mummy ne bitto ki favorite car Jodi Hai Fevikwik Se.” The TVC ends with the kid sitting at the table asking for Karela with a grin on his face. Voiceover kicks in, “Khushiyon ke chand pal, sirf 5 rupaiye mein. Fevikwik.”

The second TVC runs on similar lines where the same woman is seen running on the treadmill. Her mother-in-law walks up to her with a glass of juice in her hand, not something she usually does. A voiceover plays, “Aisa roz roz nahi hota hai.” The film goes into a flashback showing the daughter-in-law fixing a broken bell using Fevikwik. Voiceover kicks in, “Khushiyon ke chand pal, sirf 5 rupaiye mein. Fevikwik.”

The campaign, conceived by Ogilvy & Mather, through a series of films with Fevikwik sense of humour, highlights the versatility of Fevikwik in fixing anything, from toys to ‘jhumka’ to a ‘mandir ki ghanti’. It talks about how Fevikwik can not only fix broken objects but also cements the bonds between husband-wife, mother – son, mother-in-law and daughter-in-law.

Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “A woman is at the heart of every family. But very often she goes unappreciated for little things she does around household, including repairing broken things at home that are favorite to family members. The new TVC campaign, in its own humorous way, appreciates this role that she plays by bringing back things to life through repairs and creating little moments of joy.”

Commenting on the concept, Mr. Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia says, “Fevikwik has always created wonders and various moments of joy for enormous number of consumers. The ‘Khushiyon ke chand pal’ (moments of happiness) campaign depicts that this instant-bonding adhesive is a perfect partner for every housewife to have cherished moments and fix any kind of day-to-day things.”

The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets, there will also be a number of demand generation initiatives to reap maximum advantage of the new TVC. 

 

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