Interactive Outdoor Advertising
Client Pidilite Industries Ltd.
Brand Fevicol
Entrant Ogilvy & Mather
Brief Kumbh Mela is the largest religious gathering. Millions come together to bathe in a sacred river. The crowd and commotion leads to thousands of devotees separating from each other. The brief – solve this age-old separation problem at the Kumbh Mela. Fevicol is known to for its unbreakable bond. The objective – showcase its strong adhesive properties in a quirky and humorous manner.
Cultural Context Fevicol’s positioning of unbreakable bond was made stronger at the Kumbh Mela in Ujjain, Madhya Pradesh, attended by around 75 million people.
Solution
 The Kumbh Mela is one of India’s largest religious gatherings. Unfortunately, many people get separated from their loved ones during the mela. Fevicol, India’s ultimate adhesive brand, known for its unbreakable bond, made t-shirts with 2 and 3 heads. Families, siblings and friends were bound together in one t-shirt and walked everywhere as one, making them inseparable.
Insight The activation took place at the Kumbh gathering in Ujjain, Madhya Pradesh, over a period of five days.