Indian glue-maker tries humor to mend stickiness between India and Pakistan

Fevikwik promotes bonding in its cricket World Cup ad conceptualized by Ogilvy & Mather Mumbai

MUMBAI — In honor of the ICC World Cup (cricket's biggest event), Indian epoxy maker Pidilite rolled out its latest TV campaign titled "Todo Nahin, Jodo." ("Don't Split, Join.") The campaign was conceptualized by Ogilvy & Mather Mumbai to promote its Fevikwik adhesive.

The film takes a humorous look at the strained and oddly dysfunctional relationship between India and Pakistan by placing two protagonists at the countries' famous Wagah border.

A flag-lowering ceremony includes one soldier from Pakistan and the other from India. As the crowds on both side of the border cheer them on, the two men are seeing holding a pose where they have to keep one leg stretched out in the air. The Indian military man notices that his Pakistani counterpart’s shoe sole has come off and points it off to him. The film cuts to the embarrassed face of the other soldier.

Acting quickly and taking matters into his hands, the Indian man helps out a fellow military man. As the events are played back in slow motion, the film ends with a quick show of respect from both parties and the campaign tagline of "todo nahi, jodo." 

Read: #DearNeighbour social-media program unites Indians, Pakistanis

Vivek Sharma, chief marketing officer, Pidilite Industries, said, "Fevikwik as a brand is known for its instant adhesion quality. In line with Pidilite’s tradition of using humor in its advertising, the new TVC takes a witty perspective on human bonding. We launched the campaign with the India-Pakistan match at the World Cup 2015 because cricket, like Fevikwik, bonds people together. We believe the new Fevikwik TVC elevates the brand attribute of bonding from a functional to an emotional level."

The ad is airing during the World Cup across key Hindi-speaking and regional markets.

Campaign credits:

Client: Pidilite
Creative agency: Ogilvy & Mather, Mumbai
Creative team: Piyush Pandey, Anurag  Agnihotri, Nasrullah Husami, Saurabh Dixit
Account management: Vivek Verma, Vishal Bijlani
Director: Prasoon Pandey
Production House: Corcoise Films

This article first appeared on

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