Pidilite has rolled out a campaign ‘maharani ka ghoda’ (the queen’s horse) for its recently acquired brand Araldite.
Conceptualised by Ogilvy, the film aims to showcase Araldite's heavy-duty performance properties and bonding strength through a quirky narrative. The film showcases a 50-ton horse that has been stuck with a solitary hoof in a palace for decades and how nobody has managed to pull it down.
Bharat Puri, managing director, Pidilite, said, "Araldite is known all over the world for its high-performance adhesives that are used in the marble and stone fixing industry and many other applications. After the acquisition, we spent the last two years integrating the Araldite business into the Pidilite way of working and have built our distribution and user engagement network to address this massive opportunity. Now that we have done the spadework, we think it is just the right time to showcase Araldite to consumers with its first-ever TVC. Araldite is already the number one trusted brand in its category with stone and marble contractors. We now want it to be a brand that is instantly recognised, and eventually loved by consumers.”
Punit Mehra, president - Araldite, Pidilite, said, “Araldite is the most preferred adhesive in the large stone fixing market in India. Araldite has some of the most powerful adhesives that are known to join multiple substrates and can be used for multiple households uses as well. The awareness that this TVC will drive and the work that we will also do with our contractors will help strengthen the equity of the brand further.”
Piyush Pandey, executive chairperson and creative director, Ogilvy South Asia, said, “For over 40 years, I have been in the business of creativity and enjoyed every moment. However, nothing has given me more pleasure than work that unites and delights people. Pidilite is a classic example of such work day in and day out. When regional star Pidilite acquired Araldite it was a great sense of pride. Araldite and Pidilite seems to have come from the same family.”