Humour once again plays a key part in the campaign created by Ogilvy & Mather, which won a silver Lion at Cannes last year for its work on the brand.
The new commercial features a newly-wed man, who falls asleep while travelling with his wife on a train. In a dream he sees a beautiful woman calling to him to join her.
The man tries to run away, but he finds himself unable to do so because his feet are firmly glued to the floor. In the final scene, he sees a box next to him, which says: "Fevicol. The Ultimate Adhesive."
O&M group president and national creative director, Piyush Pandey, said: "The brief was to further strengthen the high ground that Fevicol has taken as the undisputed market leader.
"The creative strategy of the brand has always been to rise above the physical bonding of tables and chairs, and bond with the consumers by taking a strategy that is metaphorical."
Pandey added that feedback has been positive. "The commercial has been rated as number one among all categories in advertising clinics conducted in New Delhi after just a few weeks on air.
"Fevicol is perhaps the most recalled and loved advertising in India for so many years. The challenge each time is to surpass the last commercial."