Fevikwik: Fix It or Forfeit It

Adhesive brand Fevikwik drove growth in India with a digital campaign that changed attitudes towards repairing items among millennials.

Campaign details

Brand: FevikwikBrand owner: Pidilite IndustriesEntrant company: Ogilvy & Mather MumbaiIdea creation: Ogilvy & Mather MumbaiMarket: IndiaSector: SundriesMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Point--of-purchase, in-store, Radio & audio, Social media, Television, Video on demand, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

While environmental awareness is finally building across the world, most developing countries are yet to tip over this consumption-consciousness bell-curve.

In developing countries like India, on one hand, are the age-old practices of reusing and repurposing rooted in...

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