Model Saga: Revisiting Fevicol’s ‘Mazboot Jod Ka Tod Nahi’ success formulation of six a long time

You hear Fevicol at any time when somebody mentions ‘mazboot jod’ kyuki fevicol hai toh tootega kaise. The Fevicol promoting journey has been a testimonial to the model’s dedication in direction of constructing eternal bonds and connections.

Balvant Parekh and his brother Sushil Parekh had simply turned merchants and located methods to develop their enterprise. In 1959, they gave them a possibility to provide you with artificial and easy-to-use glue to exchange the pure animal fat-based adhesives. And thus, the seeds for Fevicol have been sowed underneath the banner of Pidilite Industries. Taking the #ThrowbackThursday vibes fairly actually, we relook the long-lasting Fevicol promoting journey as we skim by its model saga within the ‘fevicol’ model.

The Stepping Stones to Success

When the model began initially, it confronted stiff competitors from- small-scale native producers of white glue, and multinational manufacturers like Movicol (at the moment discontinued) marketed their merchandise by {hardware} shops and timber marts. Fevicol, somewhat, determined to strategy carpenters straight. This direct advertising initiative was one of the crucial profitable methods employed by them.

The problem for Pidilite was to market Fevicol in a technique to carpenters that it turns into the final word alternative over the pure adhesive, for it’s the Carpenter who decides which adhesive to make use of.

Of Sensible ‘taglines’ and ‘humor’-led promoting

In a video interview with Social Samosa, Bharat Puri, MD, Pidilite Industries Ltd shared that Fevicol’s journey is characterised by two things- the model has all the time been in regards to the unbreakable bond – the atoot rishta. Secondly, Fevicol has all the time been about innovation. It doesn’t matter if it’s the communication or a set of merchandise, it’s their insurance policies of how they do issues.

The perception was effectively amalgamated when the model married humour and promoting to the touch the correct chord with its shoppers which have quickly was ‘Fevicol Followers’. The model has given us spectacular and celebratory taglines comparable to fevicol aise jod lagaye ache se acha naa tod paaye to Barson se Barson Tak’- the unbreakable bond has solely grown youthful with time.

Fevicol romanced newspapers like no different. It was the 80s and 90s when print was flourishing and all Pidilite needed to do was attain plenty by an out of the field communication. The corporate equally leveraged out of doors in its media combine to take the model messaging forward in desi means.

Puri commented that the Fevicol promoting journey had been a momentous one. It began as a small shopper model that was searching for to exchange animal glues with artificial glue. It then went onto join with carpenters; then the well-known two elephants brand got here into the image. The primary Haisha movie got here in, after which an entire set of iconic movies adopted.”

The Pandey Brothers – Piyush (then – Copy chief- Indian languages Ogilvy) and Prasoon of Corcoise movies have been on the helm of iconic Fevicol adverts, which turned out to be a concoction of a number of brainstorming classes, deliberations, and concept discussions.

From Bob Cristo wrestling with a chair product of Fevicol, to a politician who’s glued to his chair, to the hen that laid unbreakable eggs – each piece of communication mirrored the efforts of Ogilvy & Mather and the model’s rationale to introduce these adverts by an efficient medium.

Fevicol, from the start, has adopted distinctive and daring advertising methods. It’s identified for its progressive and quirky advertising and communications technique. The model engaged with the purchasers on a number of platforms to coach and create consciousness. In 1997, Fevicol launched its first TV advert – ‘Dum laga ke haisha’ that includes famend filmmaker Rajkumar Hirani and that was only the start. Whereas the preliminary levels of its promoting targeted on the useful elements, it later superior to humorous real-life situations and contextual references. A few of Fevicol’s memorable and iconic adverts embrace ‘Egg’, ‘Vagabond’, ‘Dum Laga Ke Haisha’, ‘Moochwali’, ‘Bus’ and ‘Prepare’ spots. Its shopper engagement initiatives comparable to Free retailer, Fevicol Room at Lalbaugcha Raja, Kumbh Mela exercise, Fevicol Runners at Mumbai marathon have been memorable for his or her peculiar strategy. 

Additionally Learn: #SamosaTalks: Fevicol has become an adjective: Bharat Puri & Vivek Sharma

Whether or not or not it’s the ‘pakde rehna’ or ‘Zor lagake haisha’ adverts, we’ve all the time shared a hearty snigger at any time when we puzzled why the vacationers didn’t fall off the bus or the long-lasting ‘egg’ industrial the place the prepare dinner tried greatest to interrupt it- solely to listen to ‘ye fevicol ka kamaal hai, tootega nahi’. The evergreen campaigns stay in our coronary heart and minds rent-free.

When Fevicol turned 60

In 2019, Fevicol touted as certainly one of Asia’s most trusted adhesives manufacturers, celebrated its 60 years of operations with the launch of a mega marketing campaign that captured its bonding qualities. Conceptualized by Ogilvy, Pidilite’s inventive company companion for over three a long time, TV movie highlighted Fevicol’s journey over time in its typical human and humorous vogue. The movie showcased the power of Fevicol whereas drawing parallels with the altering paradigms of Indian social and cultural state of affairs. 

The movie takes the viewers on a journey of a number of generations by a perspective of a couch. The spot opens within the previous period, the place we see a newly wedded couple heading house with a gifted couch. Because the story progresses, we see the couch being handed over from one household to a different, one technology to a different. The identical is complimented by a peppy background rating in the Bihari dialect. It showcases how the couch has witnessed numerous occasions by its lifetime, but it’s going sturdy. The closing visuals take us by the couch’s making and the way Fevicol is integral to creating any furnishings.

The advert movie was the longest within the historical past of Fevicol promoting journey ever and aired on main GECs, digital platforms,  supported by radio and cinema.

Minimize to 2020

Because the lockdown started to ease in a number of elements of the nation regularly, Fevicol launched a video message relating to the unlock, petitioning individuals to be extra cautious as they stepped out. The factors of consciousness embrace sporting a masks in public spades and sustaining a social distance of two meters.

Voiced by Piyush Pandey, the video message by Fevicol talked in regards to the precautions individuals should take as if the battlefield and battle stay the identical; the technique should change.

In current instances, to remind shoppers in regards to the obligatory social distancing tips, Fevicol has launched a brand new social experiment marketing campaign helmed by a mall activation.

Conceptualized in affiliation with Schbang, Fevicol executed the marketing campaign at a mall’s meals court docket to spotlight the necessity for social distancing as COVID-19 circumstances are nonetheless on the rise. The experiment’s premise was based mostly on fixing chairs to tables on the meals court docket of a mall with labels indicating the tables that must be left empty attributable to social distancing.

Creating ‘unbreakable bonds’ the digital means

Fevicol makes use of topical and quirky creatives on digital media, together with platforms like Instagram, Twitter, and Fb, to additional improve its iconic imagery on inventive commercials amongst youthful audiences. Be it an episode of Recreation of Thrones or a trending subject just like the #10YearsChallenge, the model adapts the ‘Mazboot jod’ proposition within the context of those subjects to make it attention-grabbing for the viewers. 

And so, Fevicol began its digital journey in 2016 by getting into social media platforms. Being a model that has a historical past of iconic adverts, Fevicol adopted the identical philosophy on digital, i.e. create content material which is quirky, progressive, and relatable and most significantly connects with the viewers on that platform.  

Speaking about this collaboration, Akshay Gurnani, CEO, Schbang, mentioned, “Once we started our digital journey with Fevicol again in 2017, we knew we had a really illustrious legacy to hold ahead, which we took up as an thrilling problem. It’s rewarding after we hear individuals within the business say, ‘Oh, you’re the guys behind the Fevicol creatives!’ as a result of it’s a testomony to the fervour with which we strategy the model, and we hope to hold on this #MazbootJod for a very long time.”

The one transient to the company was – ‘Go Loopy’. And the legacy of ‘Mazboot Jod’ continued fortunately ever after…

To have an in depth have a look at the Fevicol promoting journey, deep dive into it’s model saga here.

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