When India faced Pakistan at the T20 World Cup in Sri Lanka, Fevicol was ready. Created and conceptualised by Schbang, the moment-led creative celebrates India’s victory by drawing on one of cricket’s most culturally charged rivalries, and connecting it to something every Indian understands: a bond that never breaks.
The creative taps into “Lanka Lagaana”, a term deeply embedded in Indian cultural consciousness referencing the legendary conquest of Lanka — drawing a bold parallel with today’s cricketing victory on the very same soil. Two eras, two different battles, one unbreakable truth: Lanka has always been ours to conquer. The messaging celebrates this with characteristic Fevicol wit — whether it’s the mythological Lanka lagaana of the past or the cricketing Lanka jeetna of today, the common factor has always been a bond that holds. It’s a connection that transcends sport, tapping into a shared cultural memory that every Indian carries, making this victory feel not just thrilling but almost inevitable.
What makes this creative particularly powerful is its ability to layer meaning without overcomplicating the message. By weaving together mythology, cricket, and brand identity in a single moment, Fevicol demonstrates its signature ability to show up in cultural conversations with wit, relevance, and authenticity. The execution doesn’t just
celebrate a match, it reminds audiences why certain bonds, whether between teammates, between fans, or between a brand and its people, simply never break under pressure.
Fevicol positions itself as a witness to this everlasting spirit, a brand that has always stood for strength, togetherness, and the kind of unity that powers iconic victories under pressure. The creatives celebrate not just a match won, but a team that sticks together through every high-pressure moment, reflecting the very values that have made Fevicol a household name for decades.
Targeting Fevicol’s social media audience aged 18-45, the post captures the euphoria of an India-Pakistan encounter while staying true to the brand’s signature wit and cultural relevance — proving once again that when it comes to owning cultural moments, Fevicol’s jod with its audience is as mazboot as it gets.
