Fevikwik Releases New Campaign ‘Phenko Nahi Jodo’
Fevikwik has just released a new campaign, titled ‘Phenko Nahi Jodo’.
In India, the Fevikwik brand is synonymous with ‘repair’. But today ‘repair’ is a tough category. Unlike the FMCG category, reasons/situations for repair are more challenging to create. The entire country is moving towards a ‘use and discard’ culture. Finding a take on ‘repair’ and asking people to repair more, wasn’t easy.
To understand the triggers and barriers to repair, we conducted extensive research among various consumer sets and this led to various cultural and consumer insights. One insight that was more pronounced was that people value things they own, and they believe, fixing broken things is smarter than discarding them.
So the idea for our new campaign stemmed from marrying the logic of ‘smartness’ and ‘value of repair’ insights with the magic of stellar storytelling and relatable humour.
Changing existing behaviour by prompting people to repair instead of discarding, “Phenko Nahi Jodo”.
Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy:
Watch the films:
Kabadiwali : here
Creative: Piyush Pandey, Nasrullah Husami
Account Servicing: Vivek Verma, Sreejesh Nherakkol, Shoaib Alim, Megha Mohan
Account Planning: Ganapathy Balagopalan, Amritraj Thakur, Divya Agarwal