The film begins with a boatman ferrying wooden chairs in his boat, with Rabindra Sangeet playing in the background. As he rows, an old man waves out to him to ask for a ride. The boatman points to his loaded boat and refuses. However, when the old man points to a young woman nearby, immediately he halts the boat and throws out a few of the chairs into the water. When the woman points to her goat, he kicks out some more. She then signals to her haystack and the boatman has no option but to empty his boat completely. Finally, the boatman ferries the woman, her goat with the haystack. The chairs have been tied to the boat with a rope, and float along in the water behind it, without getting damaged. The ad ends with the voice over, “Wohi mazboot jod, paani mein bhi.”
The TVC is on air on Hindi as well as regional channels. The campaign will be on air for four weeks. It will be supported by an integrated marketing campaign. The communication will be extended through various below the line (BTL) activities like outdoors, POS and increased visibility at trade outlets besides a number of activation has already been initiated with carpenter programs conveying the core message of the adhesive being able to hold its bond even in wet or most conditions. The ad keeps in line with Fevicol’s communication tone and humour and reinforces the promise of a strong bond that Fevicol Marine provides, even in water.
But there is one dark side to it. Rumors are abound that it has been inspired from one Jivanjor ad. Floating logs of wood—teak especially—is an image redolent of the subcontinent. The Jivanjor ad has been there, and done that- quite well too. Just that Fevicol Marine has a new fresh storytelling to it. See the ad for yourself and decide.
No comments:
Post a Comment