Ogilvy & Mather rides on the forthcoming Indian elections in new crazy chairs tvc for Fevicol
Adhesives brand Fevicol India has rolled out a new witty TV commercial reflecting upon the current prevailing election environment in the country. Continuing its strategy to develop communication based on situations, the new TVC developed by Ogilvy & Mather rides on the ongoing election bandwagon subtly imbibing brand messaging in the script.
In the new TVC the communication is more than just functional, and has kept in line with the brand proposition of strong bonding. Aptly titled ‘Crazy Chairs’ the TVC brings a unique and humorous take on the current election scenario with the help of carpenters and contractors.
This TVC builds on earlier ads where the Fevicol brand used day-to-day situations in a funny way to communicate.
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said, “Most of our advertising bases the core brand proposition of “strong bonds” in an extremely creative and yet simple way. Our previous TVCs on Fevicol have aimed at exploring situations where this proposition can be communicated in a memorable and consistent way. In this TVC, we have experimented with the elections. We believe this new communication takes our brand ahead, and stands out.
Piyush Pandey Executive Chairperson and Creative Director, Ogilvy & Mather South Asia commented, “Keeping in mind the tone and manner that Fevicol has had for the last 21 years, Fevicol Crazy Chairs TVC captures the atmosphere created by the general assembly elections in the country. It borrows the excitement and interest of a common man and thereby creating a sync with the audience.”
The TVC revolves around dialogue between its central characters – a carpenter and a tea vendor at a carpentry workshop. The contractor showcases his special chairs created for various party leaders based on their party symbol. He explains each chair with insights on why he created that. The tea vendor impressed with the work suggests to him that he should use Fevicol in whatever he creates so that the chair lasts for the full term. The tea vendor goes on to recommend that the woodworker should charge 3 times the cost for one piece as not all chairs will be sold. The carpenter appreciates his analytical skills and asks him to become an Election specialist.
Credits – Executive Chairman and Creative Director:: Piyush Pandey. Account Management: Vivek Verma, Vishal Bijlani, Bindi Kanakia. Production House: Corcoise Films. Director: Prasoon Pandey. Producer: Cyrus Pagdiwala.