Pidilite-Fevicol: Moustache(Mooch)

Fevicol, established in 1959, completes 50 years in 2009. And that was the brief for the new Fevicol ‘moustache’ TVC. The hen-egg, the over-crowded bus, the joint-family …each ad of Fevicol has a legacy of depicting bonding in daily life. This time, the challenge was to show bonding over the last 50 years. ‘Moustache’ depicts the story of a girl from her childhood to her teenage days to her marriage to her old age and finally her death …and funnily even her rebirth. The difference being that she lives all her life with a moustache that was stuck to her face during a school play…with Fevicol. 360 around the TVC: To generate some buzz across the country (approx. 25 cities), a teaser 360 degree activity was done. ‘Moochwali’ was promoted as the World’s Shortest Feature Film. Bus backs, cinema slides, standees at cinema halls, print ads, hoardings (at usual filmi locations at Juhu, Mumbai) were done as a teaser to build curiosity. A premier of the World’s Shortest Feature Film was held on 12th Nov, Thursday, 8pm at PVR Juhu. Not only was this ‘Moochwali’ film premiered there, the whole legacy of Pidilite and its advertising was presented to the audience.