Advertising Project

Pioject Repoit on Auveitising %
Amrapall lnsLlLuLe Shlksha nagar 1

FEVICOL
Fevicol is a brand oI adhesives owned by the Indian company Pidilite. It is the
largest selling adhesives brand in Asia.
History
Launched in 1959 was the Iirst white glue introduced in India. Initially the
brand was launched as an easy-to-use glue Ior carpenters, but later on, Pidilite
decided to take it Iurther, and soon Fevicol became a household name. An
extensive range oI consumer, craItsmen, engineering and industrial adhesives
were also introduced under the Fevicol brand name. BeIore Fevicol, adhesives
made Irom animal Iat, colloquially known as Saresh, was used. These had to be
boiled beIore application. Apart Irom being a cumbersome exercise in itselI, the
Iumes emanated a very bad odour. Fevicol thus came as a welcome change.
Consistent quality, widespread distribution networks, excellent customer
relations and award winning advertising has given Fevicol the legendary status
that it enjoys. Fevicol is today present in 54 countries worldwide, and in India it
is available at over 50,000 stores across the country.
Product description
Fevicol is a synthetic resin adhesive, so easy to apply that even non-
experienced carpenters can work with it comIortably. It can be used in bonding
various materials, where one oI the surIaces to be bonded has to be porous.
Fevicol strongly binds wood, plywood, laminate, veneers, MDF and all types oI
boards, cork etc. It is also used in sport goods manuIacturing and book binding.
The bond gives handling strength in 8 to 10 hours and cures Iully in 24 hours to
become so strong that iI hit hard on the bond the wood gives away without so
much as even aIIecting the bond.
Owing to the success oI Fevicol, the company launched extensions to the brand,
like Fevikwik, Fevistik, Fevicryl, Fevibond and others.
Brand equity
Fevicol was ranked No. 1 in the Household Care segment oI the Most Trusted
Brands in India Ior 2007-08 by Brand Equity (The Economic Times) and
overall has been ranked the 20th Most Trusted Brand. Pidilite, the makers oI


Fevicol, rank 131st among India`s Top 500 listed companies, including those in
the private and public sector (ET 500, published by the Economic Times in
March 2007)
arket share
Pidilite deIines the adhesives category in India, and commands a market share
oI over 80 in the organized category.
Advertising
One oI the main reasons Ior Fevicol's popularity is the creative marketing
strategy, including successIul advertising campaigns created by Ogilvy &
Mather.
Fevicol advertisements over the years have always been remembered. Right
Irom Bob Cristo wrestling with a chair made oI Fevicol, to a politician who is
glued to his chair, to the hen that laid unbreakable eggs, to the overIlowing bus,
to the joint Iamily that reIuses to Iall apart, every piece oI communication
developed by Ogilvy & Mather has broken clutter, increased sales and at the
same time entertained the viewer.
Fevicol in popular culture
In India, "Fevicol" is commonly used as a metaphor Ior strong bonding or
stubborn stickiness. There are reIerences galore in Bollywood movies, topical
jokes and even everyday conversations. For instance, in the movie Masti (2004)
the character played by actor Vivek Oberoi remarks about a Iemale character as
"Itni badi chipku hai ki Fevicol wale ise sponsor kar denge." Coolie No.1
(1995), Awara Pagal Deewana (2002), Tarzan the Wonder Car (2004), Golmaal
Returns (2008), Joru Ka Gulam (2000) and Lajja (2001) are just some oI the
others that have reIerences to Fevicol.
Catch phrases Irom popular Fevicol TV ads like "Dum laga kar haisya, zor
laga kar haisya"; "Fevicol ka majboot jodh hai, tootega nahi" and "Pakade
rehna, chhodana nahi" are also used in day-to-day conversation. Fevicol and the
other brands Irom Pidilite have received more than their share oI space in the
media as well.



ADVERTISEENTS ANALYSIS
OF FEVICOL
Advertisement 1 (1991)

The ad displays a wrestler trying to break a chair made using Fevicol. He Iails in this
task showing the strength oI Fevicol.
Reasons for changing this ad: This ad was changed because it was not much
aIIective in gaining the customers as people were not getting the message oI the
advertisement.


This advertisement displays people trying to break the chair oI a politician by
pulling it Irom either side through a rope. They Iail to do so. The camera then moves
down showing a Fevicol box below the chair. This was also to show the strength oI
Fevicol.
Reasons for changing this ad: The reason Ior changing this ad was that it was again
not able to spread the message oI Fevicol to the consumers. It was also changed in
search oI an ad which can convey its message eIIectively.




Reasons for changing this Ad: The ad was changed again as a result oI the improper
convey oI message.

The add displays- A man moves around saying "lagao lagao aur jor lagao, yeh
Ievicol ka majbut jod hai tutega nahi. Furniture ka saathi, jiski nishani hai haati."
This advertisement was the Iirst advertisement oI Fevicol, which conveyed the
message eIIectively which remained unchanged Ior a long time. This ad was to
promote the brand name Iirstly Ior Iurniture and then Ior household purposes.
Reason for Changing this Ad: The reason Ior changing this ad was to bring
something new to the customers so that they don`t get bored seeing the same ad Ior
years though it conveyed the message eIIectively. The other reason was to bring
something more creative than this ad.

The ad shows that how a hen, eating grains in a box labelled with Fevicol lays down
an egg which could not be broken by the person making omelette in his tea stall.
The ad was brought to this to bring something creative which could make the
consumers happy while transmitting the message oI Fevicol`s immense strength.


Reasons for changing this ad: This ad was changed again as a routine change to
bring more creative and Iunny but sensible ad in Iront oI the customers to retain its
image oI best adhesive brand.


The ad shows a movie running on three TV`s. The scene was that the hero oI the
movie was slipping Irom the hands oI his girlIriend on a bridge. AIter sometime he
Iell down. But the climax was that his Iall was displayed only on two TV`s, the third
TV still displayed him holding his hands as a box oI Fevicol was kept over that TV.
This ad was brought to bring something new to the customers so that they don`t Ieel
bored oI the previous ad. The motive was again to show the strength oI Fevicol.
Reasons for changing this Ad: The reason Ior changing this ad was a routine change
within 1 or 2 years so that the customers don`t Ieel bored and stop seeing the ad.


The ad displays that even the shadow oI the person is stuck to the logo oI Fevicol.
This ad was brought with the previous ad to rotate both the subsequently to promote
that Fevicol can Iix anything.
Reasons for changing this Ad: The reason Ior changing this ad was that the
customers started thinking that it was not possible to stick one`s shadow to a wall by
any means. Though the message was clear, just Ior the sake oI its established brand
image this ad was changed.



This ad shows a bus with people standing and sitting all over the bus. The road is
Iull oI pits but still no one is Ialling. At the back there`s a logo oI Fevicol.
Reasons for changing this Ad: The ad was changed as a routine change to give the
customers much creative and Iunny ad.


The ad displays a person going Ior a suicide. When he attempt to suicide, the wood
on which the rope was tied broke down and the person Iall down with the pieces oI
wood banging on his head.
This ad shows that what can happen iI one doesn`t use Fevicol.

The ad displays a newly married person sitting next to a Fevicol box trying to catch a
beautiIul lady in his dream. When he was stuck in his place while catching the lady,
he opened his eyes and saw the Fevicol box. Then he kept that box aside and started
dreaming again.


Advertisement 11(2005)

The ad display that aIter seeing the Fevicol boxes the buIIalos stop giving milk.
Reasons for changing this Ad: The ad was changed as the ad was not much
eIIective and Iunny. The ad was also changed as a routine change to give the

The ad displays- A gypsy lady is shown cooking Iood Ior her Iamily and her small
kid is playing nearby. He starts walking oII. So she runs and brings him back. But he
starts walking back again.
AIter some time, she's shown cooking calmly and the kid sitting on big plastic
barrel. Not moving. Then suddenly the camera turns and the lable "Fevicol" appears
on the Barrel.
customers much creative and Iunny ad. Also it was changed to bring the ad Ior
showing the importance oI Fevicol in Iurniture.



The Mataji ad shows a consumer walking up to a Iurniture maker and asking him to
swear on his mother that he has used Fevicol Ior the Iurniture. The Iurniture maker has
not used Fevicol, but since he cannot lie he loses the customer.

The ad displays some aliens who tried to neutralize the gravitational Iorce oI earth by
sucking gravity. But aIter sometime the Iorce started bringing them down. The reason
was a person who was emptying a bucket oI Fevicol in the sucking machine.

The ad displays a huge joint Iamily being together just because oI Tulsi plant
growing in a bucket oI Fevicol. This was to show that even a Iamily can be joint
together with Fevicol.
customers much creative and Iunny ad. Also it was changed to bring in the ad Ior the
50
th
anniversary oI Fevicol.
A girl kid sticks a moustache to her Iace with Fevicol Ior a drama (skit) in school to
play a male character. And Irom then it sticks to her throughout her liIe. She dies with
that moustache...and she has a granddaughter with the trademark moustache.


The motive oI this ad was to show that Fevicol is a champion adhesive brand Ior 50
years.



CONCLUSION
It can be concluded that Fevicol has been Iocusing on the creativity
and eIIectiveness oI the ad by making the ads Iunny as compared to ht
other brands. That is why Fevicol has retained its top position Ior 50
years. The ads had been changes seeing the nature oI its consumers.
And that is why the ads oI Fevicol are so much eIIective.

BIBLIOGRAPHY
The data has been collected Irom various websites and
interpreted manually to Iind the reasons Ior changes in
advertisements. The websites are:
http://www.blogcatalog.com/

Advertising Project

Загружено:

Сведения о документе

Исходное описание:

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Advertising Project

Загружено:

Авторское право:

Доступные форматы

Pioject Repoit on Auveitising %

Amrapall lnsLlLuLe Shlksha nagar 1

Вам также может понравиться