Create an Innovative Communication

 

Background

Fevicol MR is the leading craft adhesive in India. It enjoys 75%+ market share.

Generations of kids have grown up with Fevicol MR glue from their early play days, through art and craft projects at school or home. Today’s younger school going audience are exposed to a multitude of products, available locally and globally. They expect constant upgrades and changes. As a result, the gap between Fevicol MR and other competitive brands is decreasing.

To enhance the brand imagery and to protect the Fevocol MR’s “differentiation”, the product’s packaging was chosen as a means to create an emotional connect with its core TG – school going kids engaged in crafts from Std. II to Std. VIII.

A uniquely ownable mnemonic was chosen to be integrated with the packaging design. The result of which was “Ele”, who is your true glue buddy; a friendly, smart, funny and lovable friend. (Download Image)

Challenge

To create an innovative communication to introduce Ele to the target audience, where Ele’s character comes to life as a friend in everyday life.

The communication route is open for exploration in different mediums.

Considerations

  • Come up with new, interactive and engaging ideas that will help build a relationship with the audience, and become a part of social life and community.
  • Ensure that your communication brings out the attributes of the character, and enables it to appeal to larger audiences.
  • Your communication should not be limited to a single medium only.

Audience

Children at home and in school, in the age group of 4 to 14 years.

Fevicol MR has been an integral part of their life since childhood, by being helping them in every school and home project. We would like to have a creative that puts a smile on their faces.

Mandatories

  • “Ele” should be the hero of the communication idea.
  • Show the creative process that led to your final idea. This could be hand sketches or alternative design directions you explored.
  • Communication ideas should be practically executable.

Terms & Conditions

Download the Brief
Download the Submission Guide
Download Image