Mumbai: Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new ad campaign that once again blends humour with product functionality, staying true to its iconic advertising legacy. Following the success of its AI-led campaign earlier this year, the brand delivers another memorable story that turns everyday moments into lighthearted, relatable narratives.
The TVC features a playful exchange between a middle-aged couple, where a forgotten anniversary sparks a humorous spat that is quickly “fixed” with Fevikwik’s signature instant bond. The film highlights the brand’s knack for turning ordinary situations into engaging, witty storytelling that continues to resonate with audiences across generations.
Speaking on the launch, Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries, said, “Fevikwik’s latest campaign is a reminder that strong bonds can come with a smile. Our new ad reflects Pidilite’s playful spirit while staying rooted in everyday consumer reality. By weaving humor into relatable situations, we aim to make Fevikwik more than just an adhesive—it’s a brand that connects emotionally too. We’re excited to keep pushing the boundaries of storytelling and look forward to surprising our consumers with every new campaign.”
Adding further, Anurag Agnihotri, Chief Creative Officer West, Ogilvy India, said, “The ‘Anniversary’ film illustrates how Fevikwik remains a trusted companion in life’s sticky situations. Not just a quick fix for objects, but a quick fix for moments. Taking forward the legacy of a brand that has always stood strong with ingenuity, wit, and heart.”
