One of the most popular and interesting advertisement that ran on the television svreens during the cricket world cup 2015 was fevikwik’s ‘Todo nahi jodo’. The ad which broke during the much anticipated India-Pakistan match featured an Indian and a Pakistani soldier at the Wagah border.
Though the ad was praised by many for the creative part and for its effords to segregate the two countries in humor, there were many whodidn’t quite liked the idea. The ad is once again in the news after BJP’s Ujjain MP Chintamani Malviya tried to create a controversy in the Parliament by calling the ad ‘anti-national’ and an ‘insult’ to the soldiers.
According to reports, the minister has also requested the government that the creator, writer and the director of the ad should be tried for treason.
The campaign was conceptualised by Ogilvy & Mather who incorporated humour in the campaign to highlight the message of peace and harmony using the theme of bonding. The film ‘Parade’ opens at the Wagah border, where one soldier each from India and Pakistan are shown marching and trying to outdo the other. In this, the sole of the Pakistani soldier’s shoe peels off and he is then helped by the Indian counterpart who applies Fevikwik and saves him from public embarrassment.