Fevicol has completed 60 years and is a brand that needs no introduction. All of us remember most of their commercials and campaigns which have been created by the same agency for over four decades, Ogilvy.
The new brand campaign encompasses the journey of the brand in the most Indian way possible.
Medianews4u.com caught up with Bharat Puri, MD, Pidilite Industries for a brief chat about the brand and its communication.
After 60 years of existence of Fevicol, how would you define the brand in 60 words or less?
I would say, innovative, always pushing the envelope, strong connect with all of its stakeholders, always about the unbreakable bond and something the communication that consumers always look forward to.
In your long journey of 60 years, what have been the changes that you’ve seen since the beginning?
What hasn’t changed is the essence of Fevicol.
Fevicol has always been about the unbreakable bonds, it’s always been about long lasting bonds and it continues to be so. Fevicol has always been a brand that doesn’t take itself too seriously. It’s a little bit about the humour and it continues to be so what has changed is the context as the nation changes, media changes, context changes, the way you place your ad changes. Therefore, yes, Fevicol is now become far more digitally savvy, Fevicol has looked at much more breaking through on newer age media, but the essence of the brand remains the same across all media.
How much time did this campaign take combination ideation to conceptualization?
Four to five months of from ideation to conceptualization
How does the brand connect with Indians particularly at an emotional level?
Most Indians find a deep connect with the brand, simply because it speaks to them in their own language, their idiom, and connects very well. It’s a brand which has a very strong feeling of being their brand. This is a brand that consumers have a lot of affection for. This is a brand that consumers have a lot of affinity for. And therefore, at some level, consumers now own as of the brand as any of us.
How has your partnership and your association with Ogilvy and Piyush Pandey been?
It’s been wonderful, you see if somebody has equal if not more passion, enthusiasm, ownership of the brand as you do. Then it’s a partnership made in heaven. And the wonderful thing about Piyush is that he is as excited about the brand today as he was 30 years back. And therefore it’s been a partnership that is enduring, long lasting and I always say it’s not a client-agency religious relationship of two people who co-own the brand more like a family and it’s the Fevicol family.