Fevicol has always stood for ultimate bonding, bonding beyond its physical manifestations, bonding of culture and humanity. And this ad redefined the idea of bonding. The film took the festival of Govinda, (Lord Krishna’s birthday) which is celebrated across the country. People make human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue and cheek humour created a hyperbole by making a pyramid that even moved from one location to the other. Through the trademark ‘humour’ that Fevicol ads are known for, this story reinforced the promise of a strong bond that binds people to their culture, strengthening it’s positioning of being the ultimate adhesive.