A poster/billboard/press teaser campaign announced the imminent launch of a new movie. Instead of a full length film, audiences were promised the 'world's shortest feature film'. Released along with other movie announcers, the teaser campaign touted 'Moochwali' as India's official entry to the Cannes Festival. As expectation rose, and buzz generated, a premiere of the 'movie' was held at PVR Cinemas, a swanky multiplex in Mumbai. This by-invitation-only event created further publicity for the film. When Moochwali (the woman with a moustache) was finally launched on TV, millions of Indians watched the saga of a little girl who uses Fevicol to stick on a moustache during a school play and ends up living with it all her life. Even when she dies, her reincarnation is born with the moustache. This 80-seconder was indeed the world's shortest movie, more importantly, it was truly a Fevicol commercial. Charming. Endearing.

The initial teasers generated a lot of buzz - on the streets, online and in the press.There were many instances of people approaching Advance Booking counters to book tickets for the movie.

When the 'movie' was officially released through a multiplex and on television, the Moochwali TVC recorded a very high viewership.

For the client, it meant free press and a multiplier effect on the media spend of the commercial.Fevicol continues to be India's leading adhesive brand.Fevicol continues to be part of every India's vocabulary and the brand has endured itself to the man on the street.