Fevicol Promo, Case study FEVICOL MOUSTACHE by Ogilvy & Mather Mumbai

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Industry Paints, Paint Brushes, Adhesives, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency Ogilvy & Mather Mumbai
Associate Creative Director Sameer Sojwal
Creative Director Amitabh Agnihotri
Art Director Ganesh Nayak
Copywriter Suyash Khabya
Released November 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: ADHESIVE
Date of First Appearance: Nov 4 2009 12:00AM
Entrant Company: OGILVY & MATHER, Mumbai, INDIA
National Creative Director: Abhijit Avasthi (Ogilvy & Mather, Mumbai)
National Creative Director: Rajiv Rao (Ogilvy & Mather, Mumbai)
Creative Director: Amitabh Agnihotri (Ogilvy & Mather, Mumbai)
Associate Creative Director: Sameer Sojwal (Ogilvy & Mather, Mumbai)
Copywriter: Suyash Khabya (Ogilvy & Mather, Mumbai)
Art Director: Ganesh Nayak (Ogilvy & Mather, Mumbai)
Media placement: Teaser- Posters/Billboards - 25 Indian Cities - 4th November 2009
Media placement: Teaser- Bus Backs - Mumbai, Delhi Etc. - 4th November 2009
Media placement: Teaser- TV Channel Pushbacks - Doordarshan, Neo Sports - 4th November 2009
Media placement: Teaser- Press - Times Of India, Mumbai Mirror - 4th November 2009
Media placement: Reveal - Premiere (Cinema) - PVR Cinemas - 12th November 2009
Media placement: Reveal - TV - NDTV, Star, Set Max, India TV, Etc. - 13th November 2009
Media placement: Reveal - Outdoor - Hoardings Mumbai - 17th November 2009
Results and Effectiveness
The initial teasers generated a lot of buzz - on the streets, online and in the press.There were many instances of people approaching Advance Booking counters to book tickets for the movie. When the 'movie' was officially released through a multiplex and on television, the Moochwali TVC recorded a very high viewership. For the client, it meant free press and a multiplier effect on the media spend of the commercial.Fevicol continues to be India's leading adhesive brand.Fevicol continues to be part of every India's vocabulary and the brand has endured itself to the man on the street.
Creative Execution
A poster/billboard/press teaser campaign announced the imminent launch of a new movie. Instead of a full length film, audiences were promised the 'world's shortest feature film'. Released along with other movie announcers, the teaser campaign touted 'Moochwali' as India's official entry to the Cannes Festival. As expectation rose, and buzz generated, a premiere of the 'movie' was held at PVR Cinemas, a swanky multiplex in Mumbai. This by-invitation-only event created further publicity for the film. When Moochwali (the woman with a moustache) was finally launched on TV, millions of Indians watched the saga of a little girl who uses Fevicol to stick on a moustache during a school play and ends up living with it all her life. Even when she dies, her reincarnation is born with the moustache. This 80-seconder was indeed the world's shortest movie, more importantly, it was truly a Fevicol commercial. Charming. Endearing.
Insights, Strategy & the Idea
Fevicol adhesive, the flagship brand of Pidilite Industries was celebrating its 50th anniversary. The objective was to strengthen the proposition 'the ultimate bond of Fevicol' in a manner befitting a Golden Jubilee. Additionally, we had to maximise the reach of the TVC. We couldn't afford to hope the audience saw the ad, we had ensure that they came looking for it. The audience was the general populace who have gotten accustomed to Fevicol's brand of humorous, endearing advertising.In India, movies are a religion. Bollywood runs in the veins of every Indian. And that formed the basis for the approach we chose.The client found a route with which they could magnify the impact of a television commercial. The target audience waited expectantly, and were treated to yet another Fevicol advertisement they could smile at and discuss over tea and biscuits.