Cannes Lions

Sofa

OGILVY INDIA, Mumbai / PIDILITE INDUSTRIES / 2020

Film
Film

Overview

Entries

Credits

Overview

Background

Fevicol has been the market leader in adhesives for several decades, and also one of India's most iconic brands. Despite being a product that's used almost exclusively by carpenters, Fevicol has been a part of India's pop culture with newer generations still talking about old Fevicol ads from the 80s and 90s.

Over these decades, the company has grown by leaps and bounds, but so has its consumer. The Indian consumer has seen drastic cultural changes over these 60 years -

It was common in India to give dowry when getting a girl married. Dowry could include furniture too. If one could not afford to buy new furniture, they would refurbish old one to give as dowry. With time marital relationships became more equal. The film observes this shift of balance in relationships, through the eyes of a sofa that has witnessed India change from colonial days to digital age.

Execution

The film captures the changing fabric of life in India through the journey of a Sofa being passed down generations. 60 years ago, the Sofa comes as dowry with Mr. A’s bride, neighbors call it “Mrs. A’s Sofa”. Later, it is refurbished and given as dowry at her sister-in-law’s wedding. It becomes “Mrs. B’s Sofa”. Mrs. B’s daughter-in-law raises the upholstery. It becomes “Mrs. C’s Sofa”. Her daughter elopes. Sofa becomes “Lovebird’s Sofa”. It sees quakes and floods come and go, relationships evolve, bonds grow. It was young once and is still in its prime, this sofa is enjoying the test of time.

Similar Campaigns

12 items

Ghost Stories

OGILVY MUMBAI

Ghost Stories

2019, PIDILITE INDUSTRIES

(opens in a new tab)