Campaign details
Brand: Asian Paints Adhesives TruGrip UltraBrand owner: Asian PaintsAgency: McCann WorldgroupMarket: IndiaIndustries: SundriesMedia channels: Events & experiential, Online video, Point-of-purchase, in-store, Product sampling, Social mediaBudget: 500k - 1 million
Executive summary
In India, the largest entry barrier for a new entrant in the furniture glue category is Fevicol. The brand is so dominant the category is referred to as ‘the Fevicol category’. As a challenger, Asian Paints Adhesives TruGrip Ultra had to break Fevicol-induced indifference. Rather than being another solid-bond expert, it became a tool...