MUMBAI: Fevicol, the largest selling adhesive is known for its innovation in products as well as marketing, especially its entertaining TVCs. The brand has introduced many innovative products which have transformed the woodworking industry in India and has now rolled out ‘Fevicol Ezeespray’ - an innovative format of spray adhesive which offers convenience and speed for pasting laminates. 

Fevicol also unveiled a TVC to highlight the salient features of Ezeespray. Created by Ogilvy, the film conveys the message in a witty and humorous manner.

The film opens in a studio where a deodorant ad is being shot. We see a girl drooling over a boy as he uses the deo. As the director calls for the break, a woodworker appears to laminate a table with Ezeespray. The girl in the background is impressed by the woodworker. The film concludes with a voiceover – Fevicol Ezeespray – wohi majboot jod spray mein bhi.

Pidilite Industries CMO Vivek Sharma says, “Continuing its tradition of innovation, Fevicol introduces Ezeespray that offers convenience of use, increased speed of pasting and reduced setting time to our end-users. This means faster completion of work and increased peace of mind for them. Ezeespray TVC communicates this technological superiority of Fevicol in its signature humorous way.”

Ogilvy South Asia executive chairman and creative director Piyush Pandey adds, “Fevicol has been known for its innovative product profile. Ezeespray is yet another testimony to this legacy. The idea was to present the product application in an eye-catchy and humorous manner so as it stays with consumers for long.”

The TVC will be aired in Hindi speaking markets. The campaign will be on air for six weeks including IPL. It will be supported by an integrated marketing campaign. The communication will be extended through various below the line activities such as outdoor advertising, high visibility and innovative point of sales, demand generation activations and dealer certifications.