Mall activation by Fevicol leaves visitors 'stuck'
Reiterates brand proposition of being 'the ultimate adhesive' in an off-the-wall manner. The activation was conceptualised by Ogilvy & Mather, Mumbai
BestMediaInfo Bureau | Delhi | April 16, 2013
Fevicol, the largest selling brand of adhesives in India, has created another unique mall activity that had participants and attendees laughing over the amusing and captivating stunt. Fevicol's farcical stunt at one of the busiest malls in the suburbs of Mumbai took audiences by surprise. A huge display kiosk was set up right in the centre of the mall with signboards all around proclaiming that the items on display are for free. These items ranged from a bowl to a plate or a clock.
Going by human nature that anything free is a great attraction, mall visitors tried picking the items. But the audience realised that they were unable to lift any of those items! What caught their attention instead was that the huge “Free” signboard had turned into the brand logo with the tagline 'Fevicol ka jod hai'. The audiences could not help but smile for they got tricked by the brand's mall activation programme.
Yet again, Fevicol has reinforced its brand proposition of being 'the ultimate adhesive' in a unique manner. Fevicol has always been synonymous with entertaining tone of communication. Albeit, this time, too, Fevicol's divergent participation at the mall activation is funny yet in a salient manner and it was well applauded. The activation was conceptualised by Ogilvy & Mather, Mumbai
The success of Fevicol's communication lies in its earthiness and its ability to break the clutter and connect with its audiences using the wit and humor quotient. Not only did it manage to break the clutter but the amusing activity was well received.
Watch the activation video here:
Vishal Malhan, Chief of Marketing, Fevicol Division, Pidilite, said, “We at Fevicol firmly believe in out of the box ideas that grab eyeballs of onlookers. This simple mall activation not only reiterated the brand's identity of being the ultimate adhesive but also engaged people in some fun. This act helped us clearly reach our message to the consumers and making them smile.”
Commenting on the concept, Abhijit Awasthi, National Creative Director, O&M, said, “Fevicol has always innovated and stood apart to reinforce the brand's message in an entertaining manner. The successful mall activation is one more feather in their cap of communication.”
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