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Funny Memorable | Moochwali Fevicol Ad

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Published on Nov 14, 2009

Funny Memorable 'Moochwali' Fevicols 50th Anniversary Ad — The commercial shows the life journey of a young girl, who is shown getting dressed up by her family for a skit in their courtyard. She is laying a male character, and is therefore, provided with the mandatory fake mustache to complete the look. From hereon, the girl is shown sporting the mustache, for the rest of her life. The inference, of course, is that the mustache was stuck on her face with the help of a little dab of Fevicol. So whether it is at her school, where her teacher is mildly shocked at her appearance, or at a distribution ceremony in her village, or even when she has grown older and poses in a studio for a picture with a cut-out male character (the photographer promptly interchanges the male cut-out with a female cut-out character, after seeing her mustache), she always sports the mustache. She is shown in various stages of her life; as a newly married bride, an eager mother, a middle aged woman, one nearing old age and the last, finally, on her death bed, all the while, sporting the mustache. Towards the end, as she breathes her last, the camera pans to show a nearby cubicle where a baby has just been born, albeit with a mustache, as a gesture towards the concept of reincarnation. The ad ends with the tag line of '50 saal se champion. (a champion for 50 years)

The media agency behind the campaign was Mediaedge: cia.

Credit details
Client: Pidilite
Agency: O&M
National creative directors: Abhijit Avasthi, Rajiv Rao
Creative Team: Piyush Pandey, Abhijit Avasthi, Rajiv Rao, Amitabh Agnihotri, Sameer Sojwal, Suyash Khabya, Ganesh Nayak
Servicing Team: Vivek Varma,Pratik Mehta, Ramanathan Sridhar
Media: Mediaedge:cia
Director: Prasoon Pandey
Production House: Corcoise Films
Music Director: Dhruv Ghanekar
Exposure: TV, outdoor, print

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