The Economic Times Pidilite signs Kareenas Fevicol se song from Dabangg 2 By Vijaya Rathore & Ratna Bhushan

In India, every brand would like to be Salman Khan. His stimulating record-busting success, his driving-the-country-crazy chutzpah, his mass hysterical rock-star appeal are sure ingredients no brand would like to let go of. Zandu reaped a windfall for Emami, the balms maker, with the provincial and saucy lyrics of the item number in Dabangg, Munni badnaam hui, to which Malaika Arora-Khan jigged irrepressibly with Salman into the heart of India. Now Fevicol, a brand that already has a deep connect with the country, has jumped jauntily on to its sequel, Dabangg 2, hoping that the new rustic and pert item song keeps the swelling club of Salman fanboys glued to it. Pidilite Industries, maker of Fevicol, has signed a marketing and promotion deal with the films producer Arbaaz Khan for the song where top actress Kareena Kapoor plays the item girl. Anil Jayaraj, chief marketing officer at Pidilite, said the association did not involve any financial deal, but the company will co-promote the song and the film, which releases on December 21, through television commercials, hoardings and other media. Fevicols core proposition of bonding and sticking comes out well in the song, he said. Shreyas Khedekar, executive producer at Arbaaz Khan Productions, said the producers did not make an effort to accommodate Fevicol in the song. The composers came up with the suggestions and we liked it, he said. Unlike last time, we had a promotional tie-up for Fevicol much in advance. The idea was to avoid any complications later, Khedekar said. Last time, they did not take permission from Emami to use Zandu balm in the song that made Munni badnaam, and the Kolkata-based company had served a legal notice on the production house. Later, both parties settled the dispute amicably and decided to use grabs of the chartbuster song for Zandu balms promotional campaigns. Emami also signed Malaika Arora as the brand ambassador for the balm. Pidilites Jayaraj said that while Fevicol has done in -film placement in several movies, including recent ones such as Son of Sardaar and Golmaal, this is probably the first time the brand has become part of a Hindi songs l yrics. Adman Piyush Pandey, head of creative agency Ogilvy & Mather, said the brand Fevicol was mentioned in a Tamil song a couple of years ago. When translated, the line in the song meant I want to plant Fevicol kisses on your cheeks, he said. Even news headlines have used the word several times to convey the sense of bonding and sticking. We dont mind this, said Mr Pandey, who has been instrumental in boosting the Fevicol brand through a series of clutter-breaking ads. The song in Dabangg 2 goes: Angdaaiyan leti hoon mein jab zor zor se, Ooh aah ki awaaz hai aati road se, Mere photo ko seene se yaar, Chipkaale sayiaan Fevicol se The brand has no problem if somebody uses it to stick a photo on ones heart. As a brand we dont take ourselves too seriously, Mr Pandey says. Source:The Economic Times Copyright 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved