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.
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