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    How Prasoon & Piyush Pandey turned Fevicol into one of the India's most popular brands

    Synopsis

    "Fevicol likes to experiment. They always say let's do something new. They are innovative and not risk averse. They have no problem in taking risks.", says Piyush Pandey

    "Fevicol likes to experiment. They always say let's do something new. They are innovative and not risk averse. They have no problem in taking risks.", says Piyush Pandey
    MUMBAI: Stalkers are a scary lot. And in most cases they are attracted to the person they stalk for their physical attributes. But in case of Prasoon Pandey of Corcoise Films a person who once him on the streets of Prabhadevi, Mumbai had a different reason.

    After ignoring him for while, when Prasoon turned back and confronted the "stalker", it turned out that the man was anything but that. "He asked me, 'you make Fevicol ads, right? I have an idea for a Fevicol'", laughs Prasoon.

    But this person was not an abrasion, Prasoon says that Corcoise regularly receives advertising ideas for Fevicol at its office. In an age when brands are falling over each other to connect with its customers, here is a brand which attracts people organically.

    "I have met many people who want to narrate an idea for the next Fevicol ad," says Prasoon. But for anyone to get a chance may take a long time. Because Prasoon, alongwith Piyush Pandey and his team get anywhere between eight months to a year to work on the next ad film for Fevicol.

    "The client tells us at the beginning of the year what is it that they want to achieve through advertising, then it is upto us to come up with a best solution," says Prasoon.

    Deliberations, brain-storming sessions and long discussions are the only ways to make a Fevicol ad. Piyush gives the complete credit to the client team. "As a client, Fevicol likes to experiment. They always say let's do something new. They are innovative and not risk averse. They have no problem in taking risks. They are not formula driven and have tremendous speed of movement. There is never any delay in work from their side. They are really quick at taking decisions, something I have never seen in MNCs," shares Piyush.

    From being a scared new art director, sent to handle a boring client, Piyush has turned Fevicol into one of the most popular brands in the country.

    Infact such is the power of the brand that Prasoon says sometime back Abhijit Avasthi of Ogilvy had created a radio spot which went like this: "Woh kausni cheez hai job aapke cheezon ko hamesha jode rakhti hai? (long pause) Bilkul sahi bas wahi ek hai joh saalon se aapke cheezon ko jod raha."

    In this spot, says Prasoon, never was the brand name mentioned even once, but everybody understood that the spot is for Fevicol. "Fevicol is say like Nike, which has a language of its own. You need not write Nike next to the swoosh people will know what is it," says Prasoon.
     

    Apart from a language, Fevicol also had an imagery of Rajasthan associated with it for a long time. However both Piyush & Prasoon say it was not intentional. "We have grown up in Rajasthan, maybe that is why we found a lot of plots that lent itself well to Fevicol," says Piyush.

    Talking about the 'Bus' ad for Fevicol, Prasoon says they were planning to shoot the ad in Film City, Mumbai. "But I had seen such over- crowded buses in Rajasthan, no one knows where it is going.

    Travelling in a desert, with local people, I just knew Rajasthan would be a good setting for the ad," explains Prasoon. When the client received two estimates for shooting the 'Bus' ad in Mumbai and Rajasthan, they did not think twice before approving Rajasthan.

    "The client said if Prasoon has suggested Rajasthan that means he has something special in mind and it was approved." Piyush says, tongue-in-cheek, "the Rajasthan government should pay us money as we have promoted Rajasthan much more that they have."

    But now the brand has used various setting across South and more recently the East as its backdrop for the newly released Fevicol Marine commercial. The credit Piyush says goes to the client, who has been very supportive of their ideas - both in terms of time taken and money.
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    3 Comments on this Story

    sandeep1888 days ago
    A Great Great ad...Prasoon sir.
    Now a days there is an old ad which shows a lady want lift with goat in a small boat, and a sailor just thrown away all chairs in river with hanging position...shows Fevicol ka Jod Jo kuch hone nahi dega chairs ko.....wah wah great idea whoever suggested salutes...
    Rangat Vijaykrishnan2979 days ago
    fevicol ki mazboot jod sabko lubhata hai Isiliye mein kehata hoon Aap U.P.Aiiko jodne ki koi thareeka nikal le thaki Bharat ko mazboot jod le
    thomas2979 days ago
    Brilliant!
    This is called BRILLIANCE.
    you have placed the product in the minds of people -public and positioned the brand on its shelf/slot very well.
    Congratulations.
    your adds are THE best Loved it.
    I,REMEMBER IT AND LAUGH ALWAYS.
    so humorous-
    hats off to your intelligence.
    It is so real .
    May be i can also join you.
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