Following the announcement of his resignation, former British Prime Minister Boris Johnson instantly became a hot topic. Adhesive brand Fevicol was quick to pounce on the opportunity and shared an old creative with a new spin.

The creative was made at the time when Prince Harry and Meghan Markle declared their intention to step aside as Royal Family members in 2020. It was Schbang that created the initial version of the concept. The brand had made fun of the volatility of the British Royal Family back then by stating that the British should have taken Fevicol instead of the Kohinoor diamond. The caption of the creative read- Fevicol hota to Suss-ex na hota aur parivaar atoot rehta. Referring to Harry and Meghan, who were the duke and duchess of Sussex at that time, the brand took a dig by saying that had there been Fevicol with the British and not the Kohinoor, the family wouldn’t have split.

With Boris Johnson announcing his retirement from the British government, Fevicol and Schbang re-plugged the post with the caption (Bor)iss bar hum phirse kahenge- We will say it again this time. Kohinoor nahi, Fevicol le jaana chahiye tha-Not Kohinoor, but Fevicol should have been taken. As expected, the post gained a lot of attention, and the comments section was flooded with emojis for laughter and praise for the brand’s originality. Leading news sources also covered the engagement.

Fevicol has traditionally and consistently produced some of the most iconic commercials, and these adverts are noteworthy for the straightforward reason that they were created with extensive user insight. The brand keeps an eye on the consumer insight where marketers, in their chase-for-the-moment marketing aspect, focus on trends, as per Schbang’s AVP, Dhruv Rajput. This has always been the reason for their success, and that is how they made a 2-year old ad post just as suitable for the most recent development.

According to brand consultant Abhimanyu Mishra from Brandfizz, Fevicol is one of those rare brands that has mastered the art of moment marketing. It has the ability to improvise on advertising campaigns centred on ongoing events that are of significant national and international relevance. Their most recent ad serves as further evidence that they are the masters of moment marketing.

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