MAM
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.
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.”
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.
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
