Fevikwik Unveils 'Chutki Mein Kalaakari': A Creative Revolution Powered by AI for Gen Z

Fevikwik, the brand synonymous with instant fixes, is undergoing a dramatic and highly engaging transformation, shifting its iconic narrative from “Chutki Mein Chipkao” (Stick in a snap) to the innovative “Chutki Mein Kalaakari” (Artistry in a snap). This bold new campaign marks a strategic pivot for the Pidilite Industries product, aiming squarely at the creative, digital-native Gen Z.

For decades, Fevikwik has been the go-to solution for broken spectacles, detached soles, and household repairs, ingrained in the Indian consciousness as the ultimate quick-fix adhesive.

The familiar jingle and the promise of instant bonding resonated with generations. However, in an era dominated by digital expression and creative exploration, the brand recognized the need to evolve and speak a new language to a new audience.

The “Chutki Mein Kalaakari” campaign is a testament to this forward-thinking approach.

It’s not just about repairing; it’s about inspiring. It encourages youngsters to see Fevikwik not merely as a utilitarian product, but as a catalyst for creation, imagination, and artistic endeavors. Whether it’s crafting unique accessories, building miniature models, or adding a personal touch to everyday objects, the campaign positions Fevikwik as an essential tool in the creative arsenal.

At the heart of this reinvention is the clever integration of Artificial Intelligence.

Fevikwik has playfully introduced “KwikGPT,” a nod to the widespread fascination with AI-driven content generation tools like ChatGPT. This innovative concept aims to demystify AI for its young audience, making it an accessible and fun partner in their creative journeys. KwikGPT isn’t just a gimmick; it’s designed to inspire, offer ideas, and even guide users through various DIY projects, demonstrating how easily Fevikwik can be incorporated into their artistic expressions.

The genius behind this strategic shift can be largely attributed to advertising legend Piyush Pandey and the team at Ogilvy.

Pandey, known for his ability to tap into the pulse of the nation and craft campaigns that resonate deeply, has once again demonstrated his prowess. By leveraging the current AI frenzy and understanding Gen Z’s inclination towards self-expression and digital interaction, Ogilvy has successfully repositioned Fevikwik as a contemporary, cool, and relevant brand for the modern era.

This campaign is more than just an advertisement; it’s an invitation to create.

It understands that Gen Z doesn't just consume content; they produce it. They are artists, innovators, and trendsetters in their own right. By empowering them with tools and inspiration, Fevikwik is not just selling an adhesive; it’s fostering a community of young creators who view instant bonding as a stepping stone to instant artistry.

The journey from “Chutki Mein Chipkao” to “Chutki Mein Kalaakari” is a masterclass in brand evolution, demonstrating how a legacy product can stay vibrant and vital by embracing new technologies and understanding the aspirations of the next generation.