Ad Campaigns
Fevicol back in its witty avatar to launch Ezeespray
MUMBAI: Fevicol, the largest selling adhesive is known for its innovation in products as well as marketing, especially its entertaining TVCs. The brand has introduced many innovative products which have transformed the woodworking industry in India and has now rolled out ‘Fevicol Ezeespray’ – an innovative format of spray adhesive which offers convenience and speed for pasting laminates.
Fevicol also unveiled a TVC to highlight the salient features of Ezeespray. Created by Ogilvy, the film conveys the message in a witty and humorous manner.
The film opens in a studio where a deodorant ad is being shot. We see a girl drooling over a boy as he uses the deo. As the director calls for the break, a woodworker appears to laminate a table with Ezeespray. The girl in the background is impressed by the woodworker. The film concludes with a voiceover – Fevicol Ezeespray – wohi majboot jod spray mein bhi.
Pidilite Industries CMO Vivek Sharma says, “Continuing its tradition of innovation, Fevicol introduces Ezeespray that offers convenience of use, increased speed of pasting and reduced setting time to our end-users. This means faster completion of work and increased peace of mind for them. Ezeespray TVC communicates this technological superiority of Fevicol in its signature humorous way.”
Ogilvy South Asia executive chairman and creative director Piyush Pandey adds, “Fevicol has been known for its innovative product profile. Ezeespray is yet another testimony to this legacy. The idea was to present the product application in an eye-catchy and humorous manner so as it stays with consumers for long.”
The TVC will be aired in Hindi speaking markets. The campaign will be on air for six weeks including IPL. It will be supported by an integrated marketing campaign. The communication will be extended through various below the line activities such as outdoor advertising, high visibility and innovative point of sales, demand generation activations and dealer certifications.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
