Fevicol spreads togetherness with its elephant mascots
MUMBAI: They have endorsed the message of togetherness for last many years. Now, Fevicol, the largest selling brand of adhesives in India, has rolled out its third edition of the animated TV campaign series to connect with its audiences during festive season.
For the third edition of the TVC developed by Ogilvy & Mather, the communication has taken a step further to reinforce the ‘strong bond of togetherness’. What is working for the brand is the clever use of Fevicol mascots – the elephants. O&M has clubbed the interesting concept with animation advertising that has brought its elephants to life, thus growing its connect with the audience. The animated elephants have kept the wit and humour quotient intact as always in a Fevicol fashion way.
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Pidilite Industries Chief Marketing Officer Anil Jayaraj, said, “We are happy to present the third TVC in our ‘Judh Jayein Tyohaar Pe’ festive series. We have received positive feedback for our earlier commercials on Rakhi and Navratri and hope Diwali TVC also draws similar response. Picking out simple events of life, marrying these with the brand’s message and incorporating it in such a manner that the audience can find connect with the brand’s message has been the philosophy of all our campaigns and so has been for our festive campaign. We are happy to subtly remind our audiences that Fevicol would “stick” around and bond with them on all festive and joyous occasions.”
The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets, they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.
Commenting on the concept, Ogilvy & Mather executive chairperson and creative director South Asia Piyush Pandey, said, “Fevicol has never shied from experimentation or risked averse. We wanted to give animated life to our elephants and are happy to already see them growing fondness and capturing places in the minds of the audiences.”
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The ad will be aired across key Hindi speaking markets from 2 November to 4 November including sports during India-Australia ODI on 2 November, 2013. The communication will be extended through various digital promotion plan and BTL activities such as high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs among other elements.
The commercial opens with one of the Fevicol elephants developing cold feet at his attempt to burst tenderfoot sutli crackers. Meanwhile, he is realises that the other elephant, his fellow companion, has slyly already lit the much impactful rassi bomb right at his back. Bang! With the thudding noise of the crackers, the elephants go back to forming the Fevicol logo (trademarked for Fevicol – The Ultimate Adhesive) wishing everyone a happy, playful and a safe Diwali.
I&B Ministry
India tightens anti-piracy law, blocks sites and Telegram channels
New rules bring jail terms, fines and faster takedowns of illegal content
NEW DELHI: The Government of India has stepped up its fight against film piracy, invoking stricter provisions under the Cinematograph Amendment Act 2023 to crack down on unauthorised recording and distribution.
The law now imposes tougher penalties, including jail terms ranging from three months to three years and fines starting at Rs. 3 lakh, which can go up to 5 per cent of a film’s production cost. The provisions target both illegal recording in cinemas and unauthorised online transmission.
In a fresh enforcement push, authorities have notified the Telegram platform to act against piracy, leading to the identification of 3,142 channels allegedly distributing copyrighted content without permission. In parallel, access to around 800 piracy websites has been blocked through internet service providers.
The action has been taken under the Information Technology Act 2000, which empowers the government to direct intermediaries to remove unlawful content. The framework is further reinforced by the Information Technology Rules 2021, requiring platforms to act swiftly when notified of violations.
An institutional mechanism is also in place, allowing copyright holders and authorised representatives to file complaints through designated nodal officers. Once verified, these complaints trigger takedown notices to intermediaries for disabling access to infringing content.
The update was shared in Parliament by Government of India minister of state information and broadcasting l murugan in response to a query from Parimal Nathwani.
The government’s latest move signals a sharper, more coordinated approach to tackling piracy across both physical and digital channels. For the film industry, it is a step towards protecting revenues, while for viewers, it reinforces the shift towards legitimate content consumption.
