A writer and copy expert
The Big Fat Zoom Wedding - Pidilite
Pidilite (Fevicol) has always been great at the ‘contextual’ advertising game. With each campaign, they have managed to rediscover their positioning in a new and relatable way, which makes the brand extremely lovable.
As we went into a nationwide lockdown and there was no movement possible, we saw it as a great opportunity. Given their “atoot jod” narrative and contextual tone of voice, this was an attempt to make the brand a part of the already relevant conversation.
The final idea was to give tribute to the resilient spirit of the Indian families who made sure to celebrate every occasion to the fullest even in difficult circumstances. The ad film I wrote featured a big Indian family trying to attend a wedding on a zoom call, which was a fairly common phenomenon back then.
The idea was to depict the quirks every desi family has, and bring in a flavour of relatability. The film shows all the members of the family joining in despite all the issues they face. It ends on the following note:
“Iss judi hui family ke naam, Fevicol ka salaam!”