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Pidilite celebrates ‘Khushiyon ke chand pal’ in new TVC campaign

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In humorous 20-second spots, the TVCs acknowledges role women play in bringing moments of joy to families

Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new television ad campaign titled ‘Khushiyon ke chand pal’, which depicts a woman being appreciated by her loved ones for repairing different things in the house.

The campaign, conceived by Ogilvy & Mather, through a series of films with Fevikwik sense of humour, highlights the versatility of Fevikwik in fixing anything, from toys to ‘jhumka’ to a ‘mandir ki ghanti’. It talks about how Fevikwik can not only fix broken objects but also cement the bonds between husband-wife, mother – son, mother-in-law and daughter-in-law.

Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “A woman is at the heart of every family. But very often she goes unappreciated for little things she does around household, including repairing broken things at home that are a favourite for family members. The new TVC campaign, in its own humorous way, appreciates this role that she plays by bringing back things to life through repairs and creating little moments of joy.”

The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets, there will also be a number of demand generation initiatives to reap maximum advantage of the new TVC.

Commenting on the concept, Mr. Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia says, “Fevikwik has always created wonders and various moments of joy for enormous number of consumers. The ‘Khushiyon ke chand pal’ (moments of happiness) campaign depicts that this instant-bonding adhesive is a perfect partner for every housewife to have cherished moments and fix any kind of day-to-day things.”

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