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Fevicol’s “Jugalbandi” Ad: A Sticky Celebration of Lasting Bonds

fevicol jugalbandi campaign

Ad Campaign Details

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  • Campaign: Fevicol “Jugalbandi”
  • Product: Fevicol Adhesives
  • Agency: Ogilvy India and Prasoon Pandey of Corcoise Films
  • Goal: Celebrate the power of long-lasting bonds
  • Target Location: Pan-India

A Quirky Celebration of Bond

Pidilite Industries Limited, the makers of Fevicol adhesives, recently launched a new campaign titled “Jugalbandi” to promote their Fevicol brand.

“Jugalbandi” translates to “duet” in Hindi, and the campaign uses this concept to metaphorically represent the strong bonds that Fevicol products create.

The ad campaign features a heartwarming film that tells the story of two brothers who get stuck together with Fevicol as children. The bond created by the adhesive humorously parallels the strong bond the brothers develop throughout their lives.

This lighthearted approach reflects Fevicol’s signature creative style and reinforces the message of enduring connections.

This campaign is particularly timely as it coincides with the 100th birth anniversary of Fevicol’s founder, Balvantray Kalyanji Parekh, further emphasizing Fevicol’s legacy of creating strong bonds.

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