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HomeThink TankCampaign DissectionFevicol by Pidilite Rolls Out ‘Jugalbandi’ Campaign

Fevicol by Pidilite Rolls Out ‘Jugalbandi’ Campaign

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Fevicol by Pidilite Industries has launched its much-anticipated ‘Jugalbandi’ campaign, a delightful blend of traditional charm and quirky humour. This campaign showcases the musical journey of two brothers, reaffirming Fevicol’s reputation for creativity and strong bonds.

Celebrating a Legacy of Strong Bonds

Bharat Puri, Managing Director at Pidilite Industries Ltd., highlights the significance of this campaign: “Fevicol, as a trusted household name, continues to uphold its core value of building Mazboot Jod (Strong Bond). Our latest Jugalbandi film humorously portrays Fevicol as an emblem of lasting connections and enduring strength. We are proud to launch this campaign in a year that holds special significance, as we celebrate the 100th birth anniversary of Fevicol’s founder, Balvantray Kalyanji Parekh.”

Fevicol: Jugalbandi’ campaign- A Quirky Musical Journey

The ‘Jugalbandi’ campaign, crafted by Ogilvy India and directed by Prasoon Pandey of Corcoise Films, uses the unique storytelling style that Fevicol is known for. Piyush Pandey, Chief Advisor at Ogilvy India, explains, “Fevicol’s Jugalbandi campaign underscores Fevicol’s unbreakable bond. Using a combination of Pidilite’s unique humorous style and the quirky musical journey of two brothers, we bring alive Fevicol’s commitment to forging enduring connections and resilience across generations.”

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The Film: A Blend of Tradition and Humour

The centerpiece of the campaign is a TV commercial that portrays humorous real-life scenarios through the musical interplay between two brothers. This film not only entertains but also reinforces the message of Fevicol’s enduring strength and reliability.

Broader Marketing Strategy of Fevicol Campaign

Fevicol’s new TVC is a key component of a broader marketing strategy that includes a comprehensive communication plan across television, digital, and various other platforms. The aim is to fortify and reaffirm Fevicol’s promise of an unbreakable bond to a wide audience.

Also Read: Livpure Uses ‘Elephant’ Metaphor in New Campaign Featuring Sachin Tendulkar


Fevicol’s ‘Jugalbandi’ campaign is a testament to the brand’s enduring appeal and commitment to creativity. As Fevicol celebrates the 100th birth anniversary of its founder, this campaign stands as a tribute to the lasting connections and strong bonds that Fevicol has been fostering for generations.

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