Fevicol: Breaking all norms, retaining strong bonds

Fevicol, the wood adhesive brand, retained brand leadership in India with a heart-warming brand film.

Campaign details

Brand: FevicolBrand owner: PidiliteAgency: OgilvyMarket: IndiaIndustries: SundriesMedia channels: Merchandise & free gifts, Mobile & apps, Online video, Outdoor & out-of-home, Packaging & design, Social media, TelevisionBudget: 1 - 3 million

Executive summary

In increasingly transient times, where short attention spans and transactional convenience were altering the way of life, a cultural icon that stood for long-lasting bonds risked losing relevance. This is the story of how a leading adhesive brand not only helped people feel the power of durability by turning an inanimate object into...

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