Fevicol says ‘Jodi Salamat Rahe’with Shoefix this Valentine's Day.
Shoeflix, a shoe repairing adhesive by Pidilite’s Fevicol, has released its Valentine’s Day campaign ‘Jodi Salamat Rahe’ bringing back the 90s retro vibes in 2026 in the love season with a fresh twist.
The new ad film is inspired from 90s bollywood music videos giving a nostalgic touch and signifying the Fevicol humor. In addition to all the fun, BlinkIt made its cameo in the film to convey that they deliver products anywhere under 10 minutes.
The brand strategically timed the campaign for Valentine’s week. It showed a couple in a romantic setting coming close to each other but the boy’s shoe gets broken in the middle. This is when ‘Shoefix’ enters the frame acting as a savior to the couple with the help of BlinkIt. It highlights the frustration of having a broken shoe disrupting the romance on Valentine’s Day but their special moment is saved by fevicol’s ‘Shoefix’.
The campaign is out on digital and social media platforms anchored by Meta and quick commerce platforms. The brand has planned to extend the campaign beyond the screens with a couple of on-ground activities in line including OOH across Mumbai.
Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries, speaks about the campaign “With ‘Jodi Salamat Rahe’, we want to highlight a simple truth that when one shoe breaks, the entire pair pays the price. Fevicol Shoefix is made exactly for such everyday moments, giving today’s fast-paced, DIY-lovers a quick and durable fix. This campaign leverages the 90s Bollywood codes to make it a fun, playful execution while showcasing a unique, smart and modern solution using the unique Fevicol humorous style.”
Key Takeaways from the campaign
Sustainability message
The ad film showed fixing the shoe when it’s broken and retaining its value emphasising to move away from the ‘disposing’ culture.
Emotional appeal
The humorous approach bringing the 90s aura back with a twist was something that intrigues people and feel a connection with the brand all because of its humor.
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