MUMAI: Adhesive brand Fevicol has rolled out a new ‘Govinda’ themed TVC based on ‘dahi-handi’ celebrations to reinforce universal bonding that the brand has come to stand for.

Conceived and developed by Ogilvy & Mather, the TVC highlights how a strong bond and teamwork are central to forming the several-storey high human pyramid that characterizes ‘dahi-handi’ celebrations. 

Through the trademark ‘humour’ that Fevicol ads are known for, the TVC reinforces the promise of a strong bond that binds people to their culture, strengthening Fevicol’s positioning of being the ultimate adhesive.

Ogilvy & Mather - South Asia executive chairman and creative director Piyush Pandey said, “Fevicol has always stood for ultimate bonding. Bonding beyond its physical manifestations, bonding of culture and humanity. The new film takes the festival of Govinda (Lord Krishna’s birthday), which is celebrated across the country by people making human pyramids to climb and break the clay pot, which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue-in-cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.”

Pidilite Industries CMO Vivek Sharma added, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”