Fevikwik has rolled out a campaign that ventures into AI territory, to highlight its Fevikwik AI Pack powered by KwikGPT, a quirky engine that fuses random objects into hilarious, unexpected innovations.

To showcase this unique offering, the adhesive brand has released three short, snackable films conceptualised by Ogilvy.

In each of the films, the protagonist makes use of the AI pack to resolve minor annoyances in their everyday lives into an amusing novelty. Such as: a broom that doubles as a Bluetooth speaker, a hairbrush strapped to a stick, or a chopping board with a built-in mirror. It’s not about utility; it’s about sparking a laugh and encouraging viewers to play along, while chuckling at the sheer improbability of it all.

At the heart of the campaign is the microsite aipack.fevikwik.in, where users can input any two objects and let KwikGPT churn out a mashup, complete with a quirky name. The best creations climb a leaderboard, with weekly prizes and one 'Chutki Mein Kalaakari Champion' crowned at the end.

What we think about it: The campaign scores by leaning into the AI craze, while staying true to the brand’s playful, cheeky DNA. That said, the films themselves aren’t as sticky (pun intended) and classic Fevikwik in terms of sheer memorability. The campaign relies heavily on the microsite experience to carry momentum, which could limit its impact if users don’t engage deeply enough.

Sandeep Tanwani, chief marketing officer, Pidilite Industries, 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.”  

Anurag Agnihotri, chief creative officer, 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.”