Cannes Lions
CORCOISE FILMS, Mumbai / PIDILITE INDUSTRIES / 2016
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At the popular Indian festival called; Gokul-Ashthimi, a group of men (called Govindas) form a human pyramid to reach and break the earthen pot, suspended from a height. Typically the pyramid can hold its weight only for 2-4 minutes. The neighbours try and elongate the excitement by throwing water, making the pyramid lose balance as everything becomes slippery.
In our film, while this revelry is happening, something unusual happens. Post the 1st pyramid formation to break the pot, the small boy on the apex, eggs the pyramid on, to find the next pot. To our surprise, the pyramid without crumbling starts moving as a whole. The Pyramid travels through narrow lanes effortlessly, and speeds to break the next pot. The film ends with a boy splashing water on one of the guys in the pyramid, washing off the colour to reveal the Fevicol logo. Super appears - ‘The Ultimate Adhesive’.
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