Hello friends, today we will see the advertisement review of Fevicol sofa ad, where we will see the mindset of the company behind this ad and how does this ad has impacted society and common people.
Introduction to the Fevicol sofa ad
Now Fevicol has completed 60 years of success as they are ruling
the market. There is no such competitor against them. They had created a great
monopoly in the market and no one can reach their position. Recently, they have
created a new fevicol sofa Ad for their product as in the Ad they had tried to capture from
60’s to now a day’s time frame.
This 90-sec Ad of fevicol 60 year ad starts with a black and white frame where three boats carrying newly-married
couple, family members and in one boat there is a sofa in the form of dowry. Soon the sofa is passed from one
generation to another, packaged and repackaged to suit according to the
suitability and era from the sixties to the present.
Afterwards at
the end the Ad goes back to the black and white era where the carpenter is seen
toiling away to give that sofa the longevity that fevicol tub had, at the end
of the Ad.
Learnings from Fevicol sofa ad
The Ogilvy(advertisement company) tried to
capture the paradoxical nature of Indians in this passage of time. At the
beginning of Ad, we had seen that the neighbors are trying to peek in the
household, wherein the present era, the neighbors on the roof are checking
out the couple having coffee together, sitting closely on the sofa. Which
depicts that, the nature of the society and community had remained the same. At
the end of the Ad, one thing that stayed with us is the ending lyrics “Ab
byah kraye ya na kraye sofa to hum dil se bnaye” which means Marriage or no marriage, we will pour our hearts into making this sofa.
The company has planned an exhaustive marketing
initiative and has rolled out its first campaign. In the first phase, the
company claims that the marketing spend is around Rs 20 crore. This Fevicol ad film celebrates its 60th anniversary of the
brand "Favicol" takes audiences through the evolution of India as well as brand Fevicol
from the point-of-view of a sofa, which is handed down from one generation of a
family to another.
This sofa ad of fevicol tries to tell that from 60
years fevicol had successfully helped in keeping together furniture’s that pass
through generations. As time passes and furniture goes from one house to
another, despite all the kind of treatment it gets from family and all kind of
loading and unloading did, still, the furniture manages to hold on.
See Also: Lifebuoy Advertisement Review
Problems of Fevicol sofa ad
Despite being the most innovative advertisement but it touches a dark side of Indian Culture i.e., dowry system, in which furniture goes from one family to another as a dowry. This is a wrong practice that has been followed by our culture for a long time. But showing through an advertisement will give the wrong message to its viewers.Fevicol advertisements are no doubt being the most innovative of all, but most of the advertisements are not at all relative to real life. Like the one in which, a girl sticks mustache with Fevicol only to find out that it sticks to her DNA which even passes to her child, does not make any logical sense.
Conclusion of Fevicol Sofa ad
In my views Fevicol sofa ad connected the audience from humor and emotional appeal. Fevicol sofa ad puts the light on Indian dowry system but somewhere the reality is the same in our society today also but ya at last they must shown that we have to finish this dowry system in India, We have to change our mentality.
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