Image Source: Mint
India’s ongoing fascination with artificial intelligence has spawned fresh creative energy across entertainment, sports, and consumer brands. Fevikwik, the iconic adhesive known for instant fixes and tongue-in-cheek advertising, has entered this dynamic landscape with a clever new campaign: the Fevikwik AI Pack powered by “KwikGPT.” This initiative merges witty humor, cultural creativity, and AI-driven interactivity to showcase how even glue brands can transform and thrive in the age of digital innovation.
Key Highlights of Fevikwik’s AI Campaign
Fevikwik’s AI Pack allows users to visit a microsite and fuse two ordinary objects into quirky, never-before-seen inventions using an AI engine called KwikGPT.
The platform generates instant images and fun names for the mashups, such as “Monsoon Beats” (an umbrella with headphones), “Time Waist” (belt with a watch), or “Cute Chops” (chopping board with a vanity mirror).
Weekly winners receive cash rewards, while the campaign’s “Chutki Mein Kalaakari Champion” stands to win a grand prize, encouraging nationwide participation.
The campaign was conceptualized and executed by Ogilvy India, leaning into Fevikwik’s playful brand personality and signature humor.
Digital content from influencers, contests, and social media pushes have amplified Fevikwik’s reach among younger audiences eager to create, laugh, and share their mashups.
Cultural Impact of AI and Advertising
The Fevikwik AI Pack joins a wave of Indian brands, including Airtel, Cadbury, and Tata Tea, that are leveraging AI in their latest ad campaigns.
By shifting focus from pure utility to original, spontaneous creativity, Fevikwik has reimagined its role in popular culture—from “quick fixes” to “sparking ingenuity.”
The brand’s invitation for users to remix ideas aligns with a broader movement in India, where everyone can become an inventor overnight through generative AI tools.
KwikGPT’s mashups echo the DIY tinkering and hack culture that Fevikwik has symbolized for decades, but now with a digital edge and community spirit.
While some critics note the lack of classic recall value compared to earlier campaigns, the risk-taking approach reflects modern advertising’s push toward experiential and participatory branding.
Engagement and Social Playfulness
Fevikwik’s campaign film and interactive site have generated considerable buzz and social engagement, with leaderboards and rewards fueling friendly competition and wide sharing.
The campaign’s humor—centered around absurd and unexpected object pairings—resonates especially with India’s young internet generation, passionate about memes and quick dopamine hits from social content.
Weekly rewards and creative recognition serve as strong incentives to drive recurring participation, making Fevikwik a talking point in digital communities.
Technology as the New Creative Glue
Chief Marketing Officer Sandeep Tanwani sees the AI campaign as an invitation for immediate, inventive action and self-expression at scale, erasing traditional barriers to creativity.
The production of ads and interactive experiences has become significantly leaner with AI; what previously required large teams now needs just a spark of imagination and a smart algorithm.
Brand leaders at Ogilvy emphasize the move as more than “just a drop of glue”—it’s about building, remixing, and playfully connecting, as part of Fevikwik’s core identity.
Looking Ahead: Brands, AI and Consumer Innovation
Fevikwik’s AI campaign demonstrates how legacy brands can remain culturally relevant by entering new tech spaces, turning traditional product meanings into canvases for user creativity.
As AI becomes central to marketing in India, campaigns like this highlight the blending of utility, entertainment, and digital community—setting new benchmarks for engagement.
Whether Fevikwik’s AI efforts will reach iconic status remains to be seen, but its glue now binds more than just objects—it brings together bits of imagination and a nation of inventors.
Sources: Adgully, ImpactOnNet, ThePrint, MXMindia, Storyboard18,
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