Campaign India Team
Mar 31, 2021

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

Watch the campaign conceptualised by Schbang here

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.

Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

5 hours ago

OpenAI inks multi-year content deal with News Corp

The five-year agreement comes as Microsoft, OpenAI, and Google face intense scrutiny over training AI models on copyrighted content usage without consent.

6 hours ago

The CMO's MO: Kia Motors' Shakti Upadhyay on ...

The head of marketing and PR discusses how the brand is embracing 'glocalisation', explains their ongoing commitment to the belief that content reigns supreme, and shares his vision for transforming Kia Motors India into a provider of sustainable mobility solutions.

9 hours ago

Goafest 2024 partners with D&AD to offer masterclasses

Crafted around 'The age of adaptability' theme, each masterclass is designed to equip participants with actionable strategies and transformative ideas to redefine the industry's landscape.

9 hours ago

Mahesh Babu keeps it humble in latest Denver ad

The celebrated actor has been associated with the deodorant brand since 2019.