Fevicol’s social experiment delivers a pointed message on social distancing

Adhesive brand Fevicol has unveiled a ‘social experiment’ to drive home the importance of social distancing during the pandemic. The campaign, conceptualised by Schbang, aims to serve as a reminder for people to follow social distancing norms when out in public.

The experiment, conducted in the food court of a Mumbai mall, centres around the chairs and tables that are deliberately left vacant to encourage distancing. However, the brand observed that several families, groups and individuals look to occupy these tables with little regard to safety, thereby flouting all social distancing signage and norms. Fevicol stuck these chairs and tables in a way they couldn’t be moved, and consequently, couldn't be occupied. Through this attempt, the brand looked to impart a vital lesson on the importance of social distancing to mall-goers. Further, it aimed to impart the message of “Chehrey par mask aur do gaz ki doori, abhi bhi hai bohot zaroori” (It’s still important to wear a mask and maintain distance).

Vivek Sharma, CMO, Fevicol, Pidilite Industries, said “Brands also have a larger role to play in society. With this experiment, in a quintessential Fevicol way, we just wanted to remind the audience that social distancing is still very important and we should not let our guard down.”

Added Akshay Gurnani, co-founder, Schbang said, “The best way to drive social change is if it's done in a light-hearted, non-preachy manner. Fevicol and Schbang have always tried creating such an impact on the digital medium and this time, through a quirky, tongue-in-cheek video serving as a reminder to continue maintaining social distancing.”

“The idea of using Fevicol to remind people about social distancing was time-sensitive, and it required us to work around the clock to make it happen. I think the team has done a fantastic job in using the classic Fevicol humour and quirk to give a timely message,” said Jay Morzaria, group creative manager, Schbang.