MAM
O&M brings alive Fevicol Marines’ waterproof promise
MUMBAI: Pidilite‘s adhesive brand Fevicol has rolled out a new TV campaign for its water proof adhesive product ‘Fevicol Marine‘. This is the second campaign of its kind, the first having been launched two years back.
In the previous campaign, the ad borrowed from one of the most remembered Fevicol ads – the one that featured the “Dum laga ke haisha” tagline. This time though the tug of war doesn‘t happen on land, but in the backwaters of Kerala. The concept was adopted in order to reiterate that Fevicol Marine promises a strong bond even in water.
This time around, Fevicol Marine campaign tagline is ‘Wohi mazboot jod, paani mein bhi‘ and has been conceptualised by Ogilvy & Mather and the ad is produced by Corcoise Films. The ad will be aired across key markets including entire Hindi speaking belt and supported by regional channels in South India, West Bengal, Maharashtra, and Gujarat for 4-5 weeks period starting mid-September 2012. The communication will be extended through various BTL activities such as outdoor advertising, high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs, Marine Shoppee among other elements.
The story of the commercial follows a boatman in the rural hinterland who has set out in his boat to a nearby city. His boat is filled to capacity with wooden chairs. As he rows through the serene waters, an old man waves out to him, almost as if he wants to hitch a ride. Since there‘s no room on the boat, the boatman subtly gestures to the old man that he can‘t take him on board. Just then the old man clarifies that it‘s not him who wants a ride but his young daughter. The boatman suddenly stops the boat.
On seeing the beautiful daughter, the boatman decides to offer her a ride at any cost. He kicks a stack of chairs into the water and makes room for her. The girl quickly points out towards her goat. So the boatman throws more chairs into the water. Once again the girl points out towards a huge hay stack. Soon all chairs are kicked out of the boat. And the boatman happily continues his journey, ferrying the girl, her goat as well as the hay stack.
It is then revealed that he hasn‘t gotten rid of his chairs either. He‘s tied them to the boat with a rope, unperturbed by the fact that the wooden furniture is submerged in water.
Pidilite Industries chief marketing officer Anil Jayaraj said, “In last two years, the brand has evolved to successfully create a niche waterproof adhesive category and strengthen the overall brand equity of the mother brand Fevicol. Post successful campaign with the last creative, we wanted to highlight the strength and brand promise in an entertaining and humorous manner that has become synonymous with Fevicol advertising. With the help of the new creative, the brand has embarked on a new journey of becoming the ideal adhesive for waterproof plywood & for damp areas like kitchen etc.”
The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets Pidilite is also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.
Ogilvy & Mather- South Asia executive chairperson and creative director Piyush Pandey said, “Keeping in mind the tone and manner that Fevicol has had for the last 20 years, the Fevicol Marine ad captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been.”
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Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
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● Direct access to premium details
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● Fewer chances of making a rushed decision
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This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
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If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
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This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
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These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
