Fevicol Shoefix unveils ‘Jodi Salamat Rahe’ V-Day campaign with a 90s bollywood twist

Pidilite Industries has launched a Valentine’s Day campaign for its Fevicol Shoefix brand titled ‘Jodi Salamat Rahe’, presenting a humorous take on relationships including the bond between a pair of shoes.

The digital film draws inspiration from 90s Bollywood melodrama, complete with nostalgic storytelling tropes, to create a parallel between romantic couples and everyday footwear. At the heart of the narrative is a simple insight: when one shoe breaks, the entire pair becomes unusable. The adhesive is positioned as a quick and durable solution to restore the ‘jodi’. Quick-commerce platform Blinkit also features in the storyline, grounding the campaign in a contemporary setting.

Sandeep Tanwani, chief marketing officer at Pidilite Industries, said, “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.”

Anurag Agnihotri, chief creative officer, Ogilvy India (West), added, “In the 90s, love wasn’t disposable. Jodis were fought for, not replaced. That cultural instinct felt right for Fevicol Shoefix. For decades, Fevicol has celebrated bonds that last, and this film simply carries that legacy forward. By borrowing the grammar of classic Bollywood romance and applying it to a humble shoe jodi, we turned a functional fix into something warm, nostalgic and unmistakably Fevicol.”

The campaign has been rolled out across digital and social media platforms, with additional outdoor visibility in Mumbai.