Ogilvy’s Piyush Pandey voices and pens Fevicol’s latest social media campaign

• Fevicol has started a social media campaign, giving them encouragement during these tough times.
• The social media campaign has been penned and voiced by the Chairman of Global Creative at Ogilvy, Piyush Pandey.

India is reeling under a terrifying second wave of coronavirus, which has killed hundreds of thousands of people. We have all lost someone recently to this pandemic or we know someone who is grieving the death of their loved ones.

These horrifying events have had a direct impact on our mental health. Those who are battling with diagnosed mental illness have found their struggles intensified and those who cannot afford therapy, have turned to content to escape from the grim reality for a while.

At such a time, brands have been trying to do their bit by either donating to NGOs or launching advertising campaigns that help raise awareness and remind us that we are all in this together. They have come up with creatives to cheer unwavering spirits with empathy and kindness.

Adhesive brand Fevicol has launched a powerful social media campaign to remind people to stay strong, to hold on, and to not let their spirits break.

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A post shared by Fevicol (@fevicolkajod)

View this post on Instagram

A post shared by Fevicol (@fevicolkajod)

Penned and voiced by Chairman of Global Creative at Ogilvy, Piyush Pandey, these posts also remind us how it is okay to shed a tear or take a blow. Pandey’s comforting voice leaves you with hope and you will find your worries, albeit for a minute, taking a backseat.

Captioned “Umeed na tutte kabhi,” Fevicol’s social media post reminds why we should never break our spirit and continue hoping for a better tomorrow.

Even in the past, the Pidilite Industries-owned adhesives brand has used its social media platform to remind people to take all the precautions necessary to keep themselves safe.

As a brand that always propagated the idea of togetherness and unity, its “Not a Fevicol ad” told us why it is important sometimes to distance ourselves from our loved ones. Taking a step back from its proposition, it said, “Now is not a good time to stick together.”

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A post shared by Fevicol (@fevicolkajod)

With its digital agency Schbang, Fevicol had also conducted a social experiment to deliver an important message of social distancing.

The premise of the experiment was based on fixing chairs to tables at the food court of a mall with labels indicating the tables that needed to be left empty owing to social distancing. Various families, groups and individuals went to occupy these tables ignoring the much-needed social distancing norms. On trying to do so, they found themselves in a ‘fix’ as the chairs were stuck to the table and couldn’t be used. Fevicol taught the lesson of social distancing to the mall-goers and set an example to keep following the rules laid down in order to fight the virus.


We hope these social media posts and campaigns inspire you to keep at it. This too shall pass!