India’s fascination with AI has been spilling into entertainment, from scene swaps in films to fantasy cricket line-ups. Now, Fevikwik has tapped into this cultural moment with its latest campaign, the Fevikwik AI Pack, developed with Ogilvy, which reimagines the brand’s playful identity through an AI-powered storytelling lens.
Known for its positioning around quick fixes, Fevikwik shifts focus in this campaign towards creativity and imagination, using AI to highlight how unexpected ideas can come together in humorous ways. The central campaign film introduces the Fevikwik AI Pack powered by ‘KwikGPT’, a quirky engine that merges unrelated objects into unusual innovations.
Watch the latest film here:
Commenting on the campaign launch, Mr. Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries Ltd., said, “The Fevikwik AI campaign is our endeavour to spark action through instant ingenuity and imagination, especially amongst the younger audiences. Traditionally known for quick fixes, Fevikwik is now evolving into a symbol of spontaneous ingenuity. It’s entering a broader cultural dialogue that celebrates originality, self-expression, and the joy of making things happen in the moment, all infused with the signature wit and humour that Fevikwik and Pidilite are loved for.”
The film leans into absurd-yet-fun mashups, such as ‘Broom Box’, ‘Monsoon Beats’ (an umbrella with headphones), ‘Time Waist’ (a belt with a watch), and ‘Cute Chops’ (a chopping board with a vanity mirror)—to demonstrate the brand’s attempt at engaging audiences with humour and creativity.
Watch the 2nd film here:
Speaking about the creative direction, Mr. Anurag Agnihotri, Chief Creative Officer at Ogilvy India, said, “We live in a world where AI enables everyone to become creators overnight. With Fevikwik AI Pack, we tapped into this cultural moment to spotlight Fevikwik’s playful personality and clever utility. This is not just about a drop of glue, it is about sparking a world of possibilities. The campaign allows people to build, remix, and laugh along the way just as the brand has always done.”
Alongside the film, Fevikwik has rolled out an interactive element through its microsite, where users can enter two random objects and receive AI-generated mashups with witty names. According to the brand, some of the most creative results will be shared on Fevikwik’s channels, with weekly and grand winners being recognised.
Watch the 3rd film here: