Ogilvy deploys 'human OOH' to showcase 'Fevicol ka jod'

In India, fighting for a place to sit is an age-old problem. Be it a sports stadium or a music concert, a crowded food court or an overcrowded public event, no finite number of chairs is ever enough to accommodate all. It's a weird problem. For which a weird solution was long due. 

Fevicol, being an ambassador of quirky thinking, took a crack at this strange problem at Kila Raipur Rural Sports festival. It's a Ludhiana-based annual sports event, where literally truckloads of people gather to witness a fair that holds desi Indian sports and games that are steeped in Indian culture. And as usual, the fight for seats at the venue is quite a sport in itself. So, Fevicol deployed several human OOH within the spectators to lend an out-of-the-box solution to this problem. How? With Fevicol's very own brand promise - The ultimate bond.

Ogilvy conceptualised and executed this quirky communication.

“India is a land of unique, unimaginable jugaad. So, we chose to address a very human problem with a jugaad-led innovation and a touch of Fevicol's quirky tonality. We hope this piece will strike a chord with our consumers,” says Talha Bin Mohsin, Executive Creative Director, Ogilvy Mumbai.

The film:

Credits:

Agency: Ogilvy, Mumbai
Creative Team: Piyush Pandey, Talha Bin Mohsin, Mahesh Parab, Vilsen Gonsalves, Arnab Choudhury, Ajit Kumar Sahoo, Pulkit Khandelwal

Account Management: Vivek Verma, Pranay Merchant, Sharmila Kale, Adrija Saha

Activation and Branded content: Krishnakant Mishra, Kishor Manjrekar

Client: Pidilite Industries Limited 

Production House: Untitled Production 

Director: Amar Nirmal

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