Fevicol, the flagship brand of Pidilite Industries recently celebrated 50 years of the brand’s existence. To celebrate the journey of the brand, O & M (the brains behind the Fevicol’s creative’s) designed an unusual campaign titled “Moochwali”. The commercial was promoted as the World’s Shortest Feature Film and was also premiered in Mumbai on November 12.

With campaigns like “Dam Laga Ke Haisha” and “Pakde rehna Chodna Nahi” in the past, Fevicol’s association with O & M has been a great hit. Speaking of their association, Abhijit Avasthi, NCD, Ogilvy, said, “It has been a magical journey for Fevicol. Today, the brand is a part of every Indian’s vocabulary, and the brand has endeared itself to the man on the street to such an extent that everyone has an idea for the next Fevicol ad in his pocket. You can’t beat that level of engagement.”

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 playing a male character, and is therefore, provided with the mandatory fake moustache to complete the look. From here on, the girl is shown sporting the moustache, for the rest of her life. The inference, of course, is that the moustache 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 moustache), she always sports the moustache. 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 moustache. 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 moustache, as a gesture towards the concept of reincarnation. The ad ends with the tagline of ’50 saal se champion.’ (A champion for 50 years)

In the past five decades, Fevicol campaigns have bagged more than 90 awards including Abby, Cannes, Clio, Asian Ad Awards and many more, courtesy O & M.