Change is good, but sometimes it's even better to remain impervious.
Take for example the television ads for Pidilite Industries' Fevicol brand. When the corporates around were changing their adverts as often they changed their shirts, the Fevicol pitch remained unaltered for years, except for small tweaks here and there.
Yeh Fevicol ka mazboot jod hai, tootega nahi has been playing on the television for over two decades now. Ogilvy and Mather has a mix of 15 old and new ads, which are aired in rotation. In fact, the first Fevicol ad that was aired in 1988 is also shown now.
Piyush Pandey, chairman and national creative director, O&M says, "We don't run all our campaigns like the multinationals, who release an advertisement, show it 50,000 times a year and then dump it. For Fevicol, we have a pool of 15 advertisements that are rotated. Audience keeps changing with time and so do our advertisements but sometimes even the old ones work well to connect with the viewers."
And the trick has worked wonders for Fevicol as it conveys the basic quality of the brand - its stickiness.
Josy Paul, chairman & national creative director, BBDO India, says, "Fevicol as a brand is often exploratory. But they don't want to lose customers who might not be as progressive. Putting it in Fevicol language, it is good to have that stickiness."
But then does it also mean that the new ads are not being received well and so the agency is falling back on old hits to make an impact.
Admen disagree. They feel sometimes there's no need to change the advertisement when it's working well for a product. Besides, by following the similar 'stickiness' concept for years, O&M has managed to give superhits for Fevicol even in the recent times. So, lack of creativity is not the reason here.
"While there might have been slight differences in these ads, they have maintained high standards of creativity for the Fevicol ad," Sagar Mahabaleshwarkar, chief creative officer, Rediffusion DYR, said.
Paul added, "Brands often tend to go back to old concepts as they feel it has not been milked fully." An example is Citibank going back to 'The Citi never sleeps.'
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