Fevicol created an outdoor activation at the Standard Chartered Mumbai Marathon, held on 20 January 2013. The activation was conceived by the adhesive brand's creative partner, Ogilvy & Mather.
As the marathon’s dream run was flagged off and the participants started running, a group of people wearing Fevicol jerseys were spotted being stuck to ground, trying their level best to run or move from their respective positions. The act aroused curiosity among viewers who stopped to catch a glimpse of the Fevicol team in action.
The activity was meant to reinforce Fevicol's brand proposition of being ‘the ultimate adhesive’ while keeping the tone of the message entertaining.
Watch glimpses of the activation during the marathon here:
Vishal Malhan, chief of marketing, Fevicol division, Pidilite Industries, said, "We at Fevicol, believe in powerful execution by embracing fun and simplicity in whatever we do. This activity reflects the same principle. And the Standard Chartered Mumbai Marathon was an interesting platform to display the brand’s unique strength – ‘bonding’."
The activation exercise managed to attract onlookers who ‘bonded with the act and had fun in the process’, he added.
Commenting on the concept, Abhijit Avasthi, national creative director, Ogilvy & Mather, said, "Fevicol has always innovated around topical events to reinforce their brand message while making the consumers smile. This is yet another example of the same."
The digital leg of this campaign was handled by Bushfire. The brand intends to amplify this activation through digital media over the coming weeks.
Here are a few images catching the ‘stationary’ Fevicol team in action: