Agency: Ogilvy & Mather India
Advertiser: Pidilite Industries Limited
Brand: Fevicol
Chief Creative Officer: Piyush Pandey
Chief Creative Officer: Sonal Dabral
Chief Creative Officer: Kainaz Karmakar
Chief Creative Officer: Harshad Rajadhyaksha
Creative Director: Amitabh Agnihotri
Copywriter: Karunasagar Sridharan
Art Director: Chirayu Palande
Director: Porus Khareghat
Production Company: Box Office
Synopsis:
Our objective was to establish Fevicol as the ultimate adhesive. No one pays attention to web banners anymore. So we decided to make a banner that would genuinely stick. And not just figuratively. The sticky banner appears to show up in YouTube pre-roll ads of other brands. And the adhesive power of the banner is so strong, that even the characters in the ads can’t escape it. We created this effect by making videos that closely mimicked the ads viewers were used to watching every day, and deploying them as seemingly-ordinary pre-roll ads.