Fevicol advertising has moved beyond the physical adhesiveness between surfaces to a more metaphorical one.
The underlying theme was the quest for authenticity and realism. The non-urban customer could connect with the advertising easily.
This was Piyush Pandey's first campaign for Pidilite. He had actually made this for Fevitite but the Parekhs suggested it…
Pidilite was celebrating the Golden Jubilee ( 50 years) of Fevicol and to celebrate this Ogilvy made a commercial