Sofa – 60 Years Strong

To celebrate Fevicol’s 60th anniversary, the “Sofa – 60 Years Strong” campaign by Pidilite and Ogilvy India tells the story of a humble two-seater sofa that remains unbroken for six decades—thanks to Fevicol’s unmatched adhesive strength.

The 90-second film opens in the 1960s with a newlywed bride bringing the sofa as part of her dowry. As India changes over the years—from joint families to nuclear households, rural to urban settings—the sofa travels through generations, enduring floods, celebrations, repairs, and reupholstery. The visuals progress from black-and-white to vibrant color, paralleling the nation’s evolution. A catchy folk-style jingle ties each scene together, reinforcing the emotional bond between the product and people.

The campaign was distributed across TV, OTT platforms, digital media, radio, and cinema, with a media spend of around ₹20 crore. It struck a chord with audiences by blending humor, nostalgia, and cultural relevance, positioning Fevicol not just as a product, but as a symbol of lasting relationships and reliability.