Pidilite’s Fevicol Shoefix, India’s first DIY adhesive crafted exclusively for shoe repair, has launched its Valentine’s Day campaign, ‘Jodi Salamat Rahe’, bringing a humorous and refreshing twist to the season of love.
The film takes a playful, 90s Bollywood-inspired route, complete with classic melodrama, vibrant nostalgia and a signature dose of Pidilite humour. Adding to the fun, Blinkit makes an unexpected cameo, amplifying the quirky storyline in true contemporary style.
Watch the campaign here:
Timed for Valentine’s Week, the campaign draws a clever parallel between romantic jodis and the much-loved jodis we often overlook — our shoes. By spotlighting the relatable frustration of a single broken shoe putting the entire pair at risk, Fevicol Shoefix positions itself as the perfect saviour for modern, on-the-move consumers.
Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries, said, “With ‘Jodi Salamat Rahe’, we want to highlight a simple truth that when one shoe breaks, the entire pair pays the price. Fevicol Shoefix is made exactly for such everyday moments, giving today’s fast‑paced, DIY‑lovers a quick and durable fix. This campaign leverages the 90s Bollywood codes to make it a fun, playful execution while showcasing a unique, smart and modern solution using the unique Fevicol humorous style.”
The campaign is crafted by creative agency Ogilvy. Speaking about the creative direction, Anurag Agnihotri, Chief Creative Officer, Ogilvy India (West), said, “In the 90s, love wasn’t disposable. Jodis were fought for, not replaced. That cultural instinct felt right for Fevicol Shoefix. For decades, Fevicol has celebrated bonds that last, and this film simply carries that legacy forward. By borrowing the grammar of classic Bollywood romance and applying it to a humble shoe jodi, we turned a functional fix into something warm, nostalgic and unmistakably Fevicol.”
The ‘Jodi Salamat Rahe (JSR)’ campaign has been rolled out across digital and social platforms, supported by Meta collaborations and Q-commerce integrations. As part of its Valentine’s Day amplification, the brand is extending the campaign beyond the screen with on-ground activations, including outdoor placements at key vantage points across Mumbai.
