Campaign details

Brand: Fevikwik
Brand owner: Pidilite
Lead agency: Ogilvy
Country: India
Industries: Home improvement
Media channels: Content marketing, Point-of-purchase, in-store, Product placement, Product sampling, Television
Budget: 1 - 3 million

Executive summary

Ask any housewife and she will agree that any household task is largely an underappreciated enterprise (starkly different from the idea of a homemaker!), but what if this very pulse of an unappreciative culture was captured?

This is the story of how a leading adhesive brand in India, Fevikwik, not only added women into its consumer base – creating a legendary shift in communication and target audience – and expanded the category, but also boosted the confidence of millions of women in India to undertake the task of repairs often left to the 'men' of the house.