Mustache Magic

Many many years ago, a certain mustachioed gentleman changed the way Fevicol went about advertising its white adhesive. Last week, the brand celebrated 50 years of adhesiveness. The mustachioed gentleman and his cohorts (all mustachioed of course, but without the trademark handlebar) came up with this:

This is the latest in the series of brilliant commercials for Fevicol which have stuck around for over two decades. It all started with an ad for a different brand. The man behind the mustache reminisces:

"The very first ad that I ever did for Pidilite was not even for Fevicol; the 'Dam laga ke haisha' campaign was originally created by me for Fevitite, which was another Pidilite brand. I created the radio ad for it and took it to Madhukarbhai, his father and the team. They thought it was a fantastic idea, and suggested that I make a film around the concept. When I presented the film, they loved it. That’s when Madhukarbhai’s father said to me, “Fevitite is too small a brand for a big idea like this. Take the money all over again and shoot it for Fevicol," and that was the beginning of everything."

Here's that Fevitite-turned-Fevicol ad:

May the magic continue!