Press Advertising
Client Pidilite Industries Ltd.
Brand Fevicol
Agency Ogilvy & Mather Pvt. Ltd.
Brief Fevicol wanted to reinforce its position as India’s most reliable glue. Essentially, Fevicol wanted

  • To do an activity that will also successfully create a buzz with indian homeowners
  • To create as many one on one interactions between the urban indian consumers and the brand, while promoting the brand message of being ‘The Ultimate adhesive’
Solution By giving people a first-hand experience of its brand promise, along with a laugh, Fevicol positively engaged urban India.The ‘prank’ format of The Free Store led to CONSUMER-DRIVEN one-on-one interaction with the brand (many fondly recalled their own memories of using Fevicol), while staying true to the brand’s witty and humorous image.