Mumbai: Fevikwik has just released a new campaign, titled ‘Phenko Nahi, Jodo’.
In India, Fevikwik is synonymous with sticking. Last year we created a campaign titled, ‘Khushiyon ke chand pal’ (moments of happiness). In this film, the woman of the house was portrayed as the hero for repairing broken items.
Repair is a tough category and reasons/situations for repair are more challenging to create. The entire country has begun to move towards a ‘use and discard’ culture. Finding a take on ‘repair’ and asking people to repair more, is not easy. But we attempted this challenge again.
A fact that emerged more pronounced than others was that people value things they own, and they believe that fixing broken things is smarter than discarding them.
So, the idea for our new campaign stemmed from marrying the logic of ‘smartness’ and ‘value of repair’ insights with the magic of stellar storytelling and relatable humour.
Changing existing behaviour by prompting people to repair instead of discarding – ‘Phenko Nahi, Jodo’ (Do not discard, repair)
View the films here :
Creative: Piyush Pandey, Nasrullah Husami
Account Servicing: Vivek Verma, Sreejesh Nherakkol, Shoaib Alim, Megha Mohan
Account Planning: Ganapathy Balagopalan, Amritraj Thakur, Divya Agarwal