Fevicol Shoefix, from the house of Pidilite Industries, has unveiled its Valentine’s Day campaign titled ‘Jodi Salamat Rahe’, using trademark humour to draw a charming parallel between romantic relationships and an everyday problem-a broken shoe.

The campaign film leans into a nostalgic, 90s Bollywood-inspired treatment, complete with heightened melodrama and familiar visual codes of classic Hindi cinema. At the heart of the narrative is a simple but relatable insight: when one shoe breaks, the entire pair becomes unusable. By extending this idea to human relationships, the film humorously suggests that both love and footwear need timely care to stay together.

The storytelling balances old-school romance with a contemporary setting, subtly integrating modern-day cues such as Blinkit into the plot. This contrast allows the campaign to appeal to both nostalgia-loving audiences and today’s fast-paced, convenience-driven consumers, while positioning Fevicol Shoefix as a quick, dependable solution for everyday fixes.

Commenting on the campaign, Sandeep Tanwani, Chief Marketing Officer at Pidilite Industries, said the idea was to spotlight how small repairs can prevent bigger losses. The campaign, he noted, reflects Fevicol Shoefix’s relevance for DIY-minded consumers who value speed, durability, and practicality-wrapped in humour.

Anurag Agnihotri, Chief Creative Officer, Ogilvy India (West), added that the inspiration came from an era when relationships were nurtured rather than replaced. By borrowing the emotional grammar of classic Bollywood romance and applying it to a humble shoe jodi, the film extends Fevicol’s long-standing legacy of celebrating bonds that last.

The campaign is being rolled out across digital and social platforms, supported by outdoor visibility in Mumbai, reinforcing Fevicol Shoefix’s positioning through warmth, wit, and cultural relevance.