Fevicol: in search of sticky ideas

Have you noticed that some of the old spots of Fevicol are back on air? This 2003 spot perhaps started the trend of conveying the brand promise of ‘sticks anything’. Fevikwik, with a ‘sticks in an instant’ proposition has also got its famous ‘fishing rod‘ commercial back.

While the strike rate of Fevicol has been fairly high (I loved the bus one and the kid wandering off), they’ve had some bouncers along the way. The Katrina Kaif one was mesmerizing but I thought it was a bit too esoteric. Speaking of esoteric, there were stuff meant for the international audience (read, awards jury) that got several metals.

The the last TVC was a bummer though – the aliens ad. Seemed as if the writer forgot that Fevicol sticks, not sucks. And ended up creating the reverse for the ad – it sucked and the brand did not stick.

No wonder they have brought back the classics. I guess when you have created a TV spot that is a landmark commercial for the category, it is difficult to repeat the success. But just as in movie sequels, one can’t help compare.