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Over the years, fevicol has thrived on tvcs that have reflected a subtle sense of humour. The fevicol marine tvc is a repeat. this brand hates watching good ideas die on the vine
 
Think about it. If someone were to ask you to quickly name five brands in the adhesives space in India, in all probability, Fevicol would make it to that list. An ordinary truth for a brand that has dominated the adhesive market in India for more than five decades. Except, this popularity didn’t come that easy. Besides being a brand that found the right buyer segment early on its life cycle, Fevicol has over the past three decades allowed the right quality and volume of advertising-led marketing to build good word of mouth for itself. Any branded product which controls 70%-plus market share in its segment in India has a future. So you’d reckon. But more importantly, such a cash cow is assumed to be many-a-mile short of entering the stagnation stage in its PLC. The Pidilite-owned 53 year-old Fevicol, continues to swagger along like a teenager, while wannabes have struggled and fallen – some were ignored by the carpenter community, while others shrivelled as the heat of competition wore on.

Two years back, Pidilite had extended the brand name Fevicol to launch a waterproof adhesive called Fevicol Marine. Many may not remember it. But so far, the product has been fairly well-received in a niche category. Having given the brand some breathing time, the company is back to increase awareness about it and make Fevicol Marine the top adhesive used in waterproof (ply)wood work and in kitchens across Indian homes. Experts claim that the company has even taken up the challenge to make Fevicol Marine bigger than other brands like Fevikwik and Fevistik, hoping that the act will help boost the parent brand (Fevicol). So what’s new on the table from Fevicol? A brand new TVC.

The TVC reminds the buyer community of Fevicol Marine’s adhesive strength, even in water. The tagline, “Wahi mazboot jod, paani mein bhi,” says it all. Created by Ogilvy & Mather, the TVC (which is scheduled to remain on air for a month starting the third week of September), is a masterstroke from the brand’s creative kitchen that serves a healthy concoction of humour and information. Though the storyline outlines the attraction between opposite genders, Fevicol continues to use emotional appeal in its ads to the bare minimum. Unlike what most Indian advertisers have practised for decades together.

Shot in Jaisamand Lake, Udaipur (Rajasthan), the TVC opens with a man (the protagonist) rowing a boat, filled with furniture (chairs). A Bengali folk song plays in the background. When an old man sitting on the shore asks for a ride, the protagonist refuses, signaling that there is no room on the boat. But when he sees a young lady requesting for help, he changes his mind, kicks a few chairs into the water and offers her a ride. When the woman points to her goat, he makes more space by throwing out more chairs. She finally insists that her haystack be taken too. He empties his boat completely. The final scene of the TVC shows the boatman ferrying the woman, her goat and the haystack, with the chairs (that are tied to the edge of the boat) floating and being pulled by the boat. The ad ends with a voice over, “Fevicol Marine. Wohi mazboot jod, paani mein bhi” [The same strong adhesive bond, even in water].
 
Shooting the ad wasn’t however an easy task, especially due to disruptions caused by strong winds and water current. Says Vivek Verma, VP – Account Management, Ogilvy Advertising, to 4Ps B&M, “The campaign showcases how a man changes his mind immediately after seeing a beautiful girl. There was humour. But the challenge for us was to keep the boat stationary during certain scenes, and also during intervals to allow it to float at a particular angle to get the right shot. We used two to three boats to control the main boat. The Ad-Director, Director of Photography and some crew members were on a catamaran and they too faced challenges due to the ad not being shot on land.”


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Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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An ad is a product of painstaking craftsmanship. Various elements, ranging from positioning of the product, clarity of the idea behind the product to visibility of the brand, its persona and the power of communication have to be intelligently weaved together. But while some ads manage to rewrite preset creative benchmarks, some go the wrong way, fall by the side & fail to excite viewers. In this section, we review three ads that came out tops, for the right and the wrong reasons this fortnight.

Too much, too soon
Advertiser: Cinthol
Baseline:
Alive is Awesome
Agency: Creativeland Asia

4Ps B&M Take: There is no doubt that Cinthol is an iconic brand. But there is also no argument that the brand from Godrej has been a rather neglected one. The more than six decades old brand donned a fresh avtar some four years ago when its marketers decided to position it alongside Bollywood hunk Hritik Roshan. The new tagline ‘Don’t Stop’ endorsed by the sinuous Roshan was promising but fizzled out soon enough. The last couple of years saw only sporadic action by the brand with hardly any emphatic or continued communication. And now ‘Alive is Awesome’ – a clear attempt to add youthful zest and vigor to the 60 plus brand. The film opens with a bunch of friends throwing their bicycles and running towards a giant waterfall to bathe in the pristine waters; next come visuals of a guy bathing among tribals in a jungle; a girl sits atop an elephant as the tusker showers her with water… and other shots of young people bathing with a Cinthol soap in various adventurous conditions. The accompanying song and lyrics are impressive and the word ‘awesome’ in the tagline is clearly an attempt to touch base with the youth. An area where this ad falters in execution is its attempt to glorify the humble soap bar, as opposed to the shower gels that are more popular with the young crowd. When in Rome, do as the Romans do. And when talking to the youth, best is to speak to them in a language they like. Will you share a cake of soap with two others while bathing under a free-flowing waterfall? A bit passé, and a tad unhygienic, don’t you think? Even if we overlook that, let’s hope Cinthol sticks to this youth re-positioning now and does not let it fizzle out like the ‘Don’t Stop’ positioning with Roshan junior.
 
SCREAMVILLE

Advertiser:
Jabong.com
Baseline: Delivering Lifestyle
Agency: Salt Brand Solutions

4Ps B&M Take: If you thought that pathetic overacting, madcap hysteria and ear-piercing screams do not make for an effective communication, think again. Jabong.com has made use of precisely these ingredients to lay siege on the Indian e-commerce market and that too within just a year of its launch. Taking forward their previous concept, the latest ad begins with the lady of the house speaking to a Jabong camera. Clearly harassed, she complains about how her home has been converted into a showroom and her husband into an online shopaholic when the door bell rings. It’s yet another delivery. The husband screams in ecstasy, the wife in agony and the delivery boy in terror. The strategy clearly is to shock and awe viewers – so they at least visit the online store once and surf through the shoes, apparel, accessories, sports equipment, jewellery, fragrances, et al, that Jabong.com sells. And the ad perhaps succeeds in this purpose with its over-the-top execution of the concept of shop-o-holism. But here’s the downside. Irrespective of the ad blitzkrieg, online shopping is still very small in India. While the average customer acquisition cost online is 1,500 rupees, sources say that Jabong easily spends 2,000 rupees per customer acquisition. Worse, at a time when almost all e-commerce companies are losing money on every transaction, Jabong is supposedly coughing up 5 crore rupees every month on advertising alone. Is the business model sustainable? We are clueless but hope they know what they are doing.


For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page

IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail

IIPM Links
IIPM : The B-School with a Human Face

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