MUMBAI: No one pays attention to web banners anymore. So Fevicol, India's leading adhesive brand, decided to make a banner that would genuinely stick and not just figuratively.

The sticky banner appears to show up in YouTube pre-roll ads of other brands, like a standard in-video banner. And the adhesive power of the banner is so strong, that even the characters in the ads can’t escape it.

This effect was achieved by making videos that closely mimicked the ads viewers were used to watching every day, and deploying them as seemingly ordinary pre-roll ads on Youtube.

Ogilvy vice chairman and group chief creative officer Sonal Dabral notes that Ogilvy has a long history of creating memorable television commercials for Fevicol. “Stories that always leave you with a smile. So when it came to pre roll ads in the digital space we decided to say it in the same Fevicol voice. Quirky little ads that will leave you with a smile and a message that will remain stuck long after the ads are over. Like all Fevicol advertising, we hope the consumers will enjoy this campaign too and will have as much fun watching it as we had creating it,” he adds.

Pidilite Industries CMO Vivek Sharma mentions, “Fevicol is known for its innovations in product and marketing, especially it's entertaining TVCs and activities. Continuing its tradition of innovation and targeting the young digital generation, Fevicol has devised these creative digital interventions with the aim of pleasantly surprising the consumer while giving its message of unbreakable bonds.”