A New Fevicol MR
Background
Fevicol is a brand of adhesives owned by the Indian company Pidilite. Before Fevicol came to the production line, adhesives were usually made from animal fat, colloquially known as “saresh”. These had to be boiled before application and the fumes emitted a very bad odor. Fevicol eliminated these problems.
Fevicol is one of the largest selling adhesives brand in India and it is used as if it were a common noun to mean white adhesive. It is also marketed in 54 countries worldwide.
The brand which was originally launched as an easy-to-use glue for carpenters now also covers an extensive range of consumer, craftsmen, engineering and industrial adhesives.
Creative Challenge
Repackage Fevicol MR 100 gms Squeeze bottle and extend its range to include one new product – Fevicol MR Craft glue.
Generations of kids have grown up on Fevicol MR glue from their early play days, through art and craft projects at school or home. Targeted at a younger school going audience, you need to find ways to refresh the bottle, cap applicator and label design to make this product exciting on the self and for use.
Considerations
- Ensure that the logo maintains the brand architecture of Fevicol MR, but explore graphical avenues that would make it more appealing for all groups of school children.
- Don’t be limited by what an adhesive bottle should look like. Explore more fun ways to interact with the bottle. Look at shapes, colors, transparencies etc.
- Understanding the various uses of the glue and the ways that it is applied, look at functional applicators that help to better these applications.
- While the bottle cap may be the same for both, we can look at different applicators / colors and label designs
- The new products should be a part of the Fevicol MR family, and recognizable as so, but don’t be limited by material, size or shape.
Deliverables
- Design structure for the new bottle (with cap and applicator) of Fevicol MR
- Design the new graphics for the your proposed design of the bottle
References
Submission Guide
1. Online submission
- All submissions must be made via our online entry site only
- All supporting materials and boards must be mailed/ couriered to delivery locations only
- While you can start working on your responses today, entries will be accepted from the 20th of March 2014
- The last date for online submission is 21st April 2014. No entries will be accepted after this.
2. A2 size presentation board (40×60 cm)
- The board must be mounted on card-board, card paper or foamboard and should not be more than 2mm thick
- This board will be a summary of your entry work. Limit your work to a maximum of TWO boards only.
- It should contain key visuals (maximum 5 visuals) with brief captions (maximum 10 words) and a summary text (maximum 100 words).
3. Supporting material
- Supporting Entry text must be pasted behind the presentation board, and should not exceed 500 words.
- A Case Film, if appropriate can also be submitted to further support your entry. Please use your discretion to decide whether a Case Film is crucial to explain your project.
- Any Case Film, if submitted must be no longer than 90 seconds. Please encode your video in HQ compressed as a QuickTime file using a H.264 or MPEG codec. The resulting file should have Audio and Video as one file, encoded as PAL no larger that 720p. Output size should be no larger than 500 MB.
- A soft copy of the presentation board along-with a soft copy of each image must be uploaded on the entry site at the time of submission along with supporting Entry text and Case film, if any.
For more detailed information – please download this brief and read it in detail alongwith the terms and conditions.
More info about Presentation boards
More info about Case Films
Terms & Conditions
Download the Brief
Download an Image of the current Fevicol Pack
Download the Fevicol Logo
