Fevicol takes a swipe at Tesla’s flying car buzz with ‘First Flying Car’ creative

MUMBAI: Fevicol has joined the online conversation around Tesla’s Roadster demonstration with a new creative that puts the adhesive brand’s famous bonding promise at the centre of the flying car debate.

The visual features a sports car clinging to a steeply curved ramp, with the Fevicol logo displayed on the track beneath it. The caption reads ‘First Flying Car’, with the word ‘Flying’ crossed out, suggesting that the car is not flying but staying put because of the bond holding it in place.

The creative draws on the Roadster demonstration, in which the car was shown climbing a ramp and hanging upside down before launching off it. Fevicol uses the visual to turn the spectacle into a brand message about adhesion and its long-running promise of a strong bond.

The idea was conceptualised by Schbang, which has used the moment to give Fevicol a place in the wider online conversation through a visual gag and a concise punchline.

“When the internet is asking whether a car can fly, the more interesting question is what’s keeping it on the ramp. For Fevicol, the answer was always going to be the bond. We wanted to join the conversation the way the brand always has, with a simple idea and a sharp punchline,” said Schbang creative director Puru Agarwal.

The creative continues Fevicol’s approach to topical advertising, using a current talking point to reinforce the brand’s core proposition through humour and a visual twist.