-written by Adil Wahid
13 May 2019
Conceived by: Rajkumar hirani
Advertisement Hook: Unbreakable
Brand Tagline: Jor lagakar, haisha!
An ad film lost in history but which brings back many memories to people from the 90’s. Even back then fevicol was a well known company and they appointed Vidhu Vinod Chopra’s assistant, an ftii pune gradauate who was editing trailers for vidhu’s films at that time to help create this master peice, this ad starts with two wooden slabs coming together and people trying to break it by pulling a long rope tied on both side of the slab. Rajkumar Hirani is seen talking down to the people who are trying to pull the rope and also tells them that this is fevicol’s binding and it won’t give out so easily, at the end of the rope which is pushed by around 20-30 people we also see an elephant pulling the rope and Rajkumar simply pats his head for his effort. This ad is very hilarious yet informative. It comes down staright with a gavel and informs that fevicol is unbreakable and it does so in a very comic way. Best thing about this ad is that all this is done in 30 seconds exact. Many people try to be creative with their ads but an ad like this is what works best, yes this ad is creative but Rajkumar sir worked around the subject(fevicol) to come to this concept for the ad.
This ad opened many pathways for fevicol, the tagline that fevicol’s binding is ubreakable worked in the company’s favor for a decade. Rajkumar hirani went on to create another ad and also associated for many more ads for fevicol. All the ads better than the previous one.
Pic Courtesy: Internet