he first memorable Fevicol tagline was 'jor laga ke� haaisha.' It became synonymous with anything that represented anything to do with 'sticking'. But holding back 'gravity' with Fevicol? However ludicrous it may sound, Fevicol's new TVC suggests that.

The TVC opens in a Rajasthan village, where some aliens are sucking out the gravity of the earth with the help of their UFO. The cattle and villagers begin to float in the air. One man, however, pours Fevicol in a well and everything is back to normal. Later, humans overpower the aliens and make them plough the field. ... more