Fevicol has been conferred with Brand Campaign of the year at the CNBC-TV18’s 15th Indian Business Leader Awards (IBLA), for its new ad campaign celebrating Fevicol’s 60 years milestone.
Conceptualized by Ogilvy, Pidilite’s creative agency, TVC reinforces the brand idea of ‘unbreakable bonds’, with the tagline ‘Barson se Barson Tak’. The film beautifully highlights Fevicol’s journey over the years in its typical human and humorous fashion. It further showcases the strength of Fevicol, while drawing parallels with the changing paradigms of Indian social and cultural scenario.
The award was presented by Hon’ble Minister of Finance Smt. Nirmala Sitharaman to Mr. M. B. Parekh, Chairman of Pidilite Industries Ltd., Mr. Bharat Puri, Managing Director, Pidilite Industries Ltd., Mr. Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, and Mr. Prasoon Pandey, Ad Filmmaker, Corcoise Films.
Mr. Bharat Puri, Managing Director, Pidilite Industries Ltd, said, “We are delightful and honoured to receive such a prestigious award. Fevicol, over 60 years has been one of the most trusted brands in Indian households. The brand is loved by consumers for its reliable performance as well as contemporary advertising and the 60-year campaign salutes this long-standing relationship with consumers and contractors.”
The campaign that won a million hearts also received phenomenal engagement on social media. The 90 sec creative received whopping 113 million completed views on various digital platforms apart from the innumerable shares on WhatsApp groups. The innovative usage of digital channels to propagate the campaign creative as content on OTT platforms such as Hotstar, Zee 5 struck a chord with the netizens.
The IBLA sought to recognize the most impactful mass media/ advertising campaign and the jury members shortlisted the nominees based on criteria such as campaigns/communication that has been acknowledged and featured at industry forums, panels, and awards.