India’s Answer to Iris Apfel Upcycles in Style

Who says new is better? A new Indian campaign for superglue brand Fevikwik shows an ultra-stylish scrap dealer who can repair and upcycle other people’s discarded bits and bobs.

The ad was created by Ogilvy India and shows an elderly lady who is embracing the reuse and recycle mentality, rocking the sort of oversized glasses and bright colours reminiscent of fashion icon Iris Apfel.

The spot shows a garishly-dressed and materialistic young woman who is showing off about her brand new phone. She goes to answer the door to find the rand and bone lady decked out in a banging outfit, complete with sandals, sunglasses and statement earrings. The key to her style success? A superglue that allows her to take her pick of others’ discarded items.