Ad-ideas : Fevicol a tribute to O & M's Fevicol campaign
The scene is of a delivery in progress n a rural area in a village home. The woman in parturition is shrieking in pain.
She is pushing hard and is egged on by the people around her who keep saying "Dum lagaa "
when she pushes hard. Everytime she pushes hard and lets go she says "haisha"
She is also clutching things with both her hands. One of them is an empty white box.
This repeats a couple of times and she fails each time. Then she let's go of the box and tries
and this time the baby comes out. The camera pans to show the fevicol label on the box.
Tag line follows : "Fevicol ka jod hai tootega nahin" and the background shows the mother on the bed holding on to the
baby by the side