Fevicol Adhesive (India) - "Pakde Rehna Chhodna Nahi - Cliffhanger" Ad (Hyperbole)
Channel: Anthony Kalamut
Date: 10/06/2021

Hyperbole is the use of outrageous exaggeration to make your point. 

This ad, the classic "Pakde Rehna Chhodna Nahi" the Indian equivalent of Rose letting Jack drown in the ocean even though the door was big enough for two.

Among the Best Indian Ads, Fevicol ads have always been quirky and effective in communication of product promise. The product category is low involvement, at least for the retail buyers. Thereby, the key decision-maker in the purchase of Fevicol in most of the time is the carpenter community. 

The brand addresses it all in the iconic Fevicol "Pakde Rehna Chhodna Nahi" ad.

In one of the iconic ads, Fevicol not only features its key decision makes but also throws a punch line "Pakde Rehna Chhodna Nahi" which sticks to your mind as good as the glue.

This created in 2011 by Ogilvy for Fevicol has used advertising to convert an adhesive, a product that bore none of the glamour and glitz of consumer goods, into a loved and recalled brand. Fevicol changed the game, using humour, sharp images and sticky advertising to punch far above its weight in the marketing game as it scripted a new story for itself and also the category.

Ogilvy has been as unshakable partner as the ‘Fevicol bond’ propagated by the two over the decades. The agency partner carries this legacy forward.

It is well used in visual concepts, because it makes it possible to provoke shock or laughter without the need for words.

Hyperbole is the use of outrageous exaggeration to make your point. It is well used in this concept, because it makes it possible to provoke shock or laughter without the need for words.

Hyperbole is a facet of advertising in every medium, from print ads and radio spots to TV commercials and promotional websites. Ads that promise to bestow upon the user super strength, blinding-white teeth and an uncanny ability to attract the opposite sex have been around for decades. Marketers use such hyperbolic statements to attract customers, not with the facts about their products but with wild exaggerations not intended to reflect the truth.

NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.

NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.