Fevicol's jija-saala banter: Will the IPL commercial stay in the minds of viewers?

Since the much-anticipated start of the Indian Premier League, cricket fans have been glued to their screens, whether they be on TV or mobile. The T20 league is the ideal moment for advertising and companies to grab the attention of their consumers because millions of people are watching the game. As a result, the IPL has progressively evolved into an advertising festival as businesses create unique campaigns for the competition.

One of the most talked-about advertisements released this year is for Pidilite's Fevicol. The company is known for its eccentric advertising, and this campaign is no exception.

The humorous exchange between a man and his brother-in-law in the movie "no chindichori" illustrates the potential repercussions of acting frugal and using an adhesive other than Fevicol.

What do experts say?

When reviewing the movie on aspects like innovation, entertainment, and effect, creative experts had a mixed response.

"The humorous brand has always been Fevicol. Because of the slice-of-life character of the "no chindichori" video, it's good to see them using a fresh approach to humor, says Subodh Chaubey, Creative Director at Infectious Advertising.

"The friendly conversation is charming and effectively conveys the brand message.  So even though it's not an iconic Fevicol advertisement, it nevertheless draws attention and makes people smile. What else do you require, he continued.

Copy Supervisor at FCB Ulka Vedanshi Saraogi believes the advertisement appeals to several societal groups. Every person in this industry want to be like Fevicol advertising. It is exceedingly challenging to equal this heritage. With its humorous tone and unusual terminology like "chindichori" and "lapadjhandus," the advertisement attempts to uphold this.

With its distinctive pair of "jija-saala," it also connects with families all around the nation. The advertisement speaks directly to families while also informing carpenters about the product's durability, she continued.

However, the film hasn't exactly left an impression on another prominent creative head in the business who wished to remain anonymous. "The legacy that Fevicol left behind in terms of inventive advertisements has the industry in awe. That wasn't how the jija-saala narrative felt in the least. Funny words like "lapadjandus" and "chindichor" are used in the husband and wife banter over the saala, but they don't have the intended impact.

"This one takes a different tack as well. Most of their older work emphasizes the effects of applying Fevicol; it almost functions as a demonstration. This, however, demonstrates what occurs when we don't," he continued.