Simple: It touches my heart and that’s why, it’s my favourite. But if I were to elaborate on the parameters, it actually comes out tops on all of them. It engages me in a delightful cultural story about middle India behaviour and it does that using the brand essence as the focal point.
So, one, it is engaging; two it has a relevant cultural insight; three, it has the brand essence at the heart of the story; four, the rendition style is unique and relevant to the insight; five, it engages the audience and invokes pride in the target audience, the carpenter — “Sofa banae to dili se banae”.
What do you think was the key idea the campaign was trying to drive home?
For 60 years, Fevicol
has been an integral ingredient for craftsmen. So it's about “unbreakable bonds”.
What are the prospects of this campaign in the next award season? Do you think advertising awards serve any purpose?
Well it is a new TVC so I guess it will win next year's awards. But whether it wins or not it makes no difference. I believe advertising awards help create a reputation within the marketing and advertising community of the creators and their agency.
What could happen if ad awards were scrapped tomorrow? Will it affect the quality of work coming out of the industry?
Nothing of that sort. Awards are a business as any other business. The difference is they serve a very limited purpose — of boosting individual and agency reputations. The work is still out there. To the public at large, for whom these commercials are created have no clue about awards. Great ads are admired and remembered irrespective of whether they were awarded or not.
Do you think this campaign will inspire you in your future approach?
Every campaign that I admire inspires me to help do better work. It doesn’t inspire me to copy it, which is what inspiration has begun to mean for a lot of creative people.