India-based adhesive brand Fevicol is celebrating 60 years in business with a new campaign spot that shows the journey of a sofa built in 1959 as it weaves its way through a long series of owners of different tastes and lifestyles. All held together by Fevicol.
The 90-second spot was created by Ogilvy and directed by Prasoon Pandey.
“To me, Fevicol is not just an adhesive, but a cultural glue that salutes the people of India,” said Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy. “Fevicol as a brand has followed this principle for 60 years. Advertising came into the picture much later. The 60-year TV ad and the entire communication salute the carpenter and her or his craft.”
Agency: Ogilvy, Mumbai
Creative Team: Piyush Pandey, Amitabh Agnihotri, Karunasagar Sridharan
Account Management: Vivek Verma, Pranay Merchant, Ankit Shastri, Vidhi Bhatia
Production House: Corcoise Films private limited
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
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