Fevikwik takes humorous route to mend sticky situation between India and Pakistan

Fevikwik rolled out its latest TVC campaign titled ‘Todo Nahin, Jodo’ on 15 February. The film, Parade TVC, and the entire campaign has been conceptualised by Ogilvy & Mather.

The film takes a humorous look at the stained and oddly dysfunctional relationship between India and Pakistan by placing the two protagonists at the famous Wagah border.

Based on the lowering of the flags ceremony, we see one soldier from Pakistan and the other from India. As the crowds on both side of the border cheer on, the two men are seeing holding a pose where they have to keep one leg stretched out in the air. The Indian military man notices that his Pakistani counterpart’s shoe sole has come off and points it off to him. The film cuts to the embarrassed face of the other soldier.

Acting quickly and taking matters into his hands, the Indian man helps out a fellow military man. As the events are played back in slow motion, the film ends with a quick show of respect from both parties and the campaign tagline of, ‘todo nahi, jodo’.  

Vivek Sharma, chief marketing officer, Pidilite Industries, said, “Fevikwik as a brand is known for its instant adhesion quality. In line with Pidilite’s tradition of using humor in its advertising, the new TVC takes a witty perspective on human bonding. We launched the campaign with the India-Pakistan match at the World Cup 2015 because cricket, like Fevikwik, bonds people together. We believe the new Fevikwik TVC elevates the brand attribute of bonding from a functional to emotional level.”

Piyush Pandey, executive chairman and creative director, South Asia Ogilvy and Mather added, “Fevikwik is about solving problems. Fevikwik is about bonding.  Fevikwik is about bringing a smile on the face of everyone in the world.”

The TVC will be aired during the World Cup across key Hindi speaking and regional markets.

Credits:
Client: Pidilite
Creative agency: Ogilvy & Mather, Mumbai
Creative team: Piyush Pandey, Anurag  Agnihotri, Nasrullah  Husami, Saurabh Dixit
Account management: Vivek Verma, Vishal Bijlani
Director: Prasoon Pandey
Production House: Corcoise Films