Birthdays, Christmas, Diwali and New Year’s are celebrated with decorations or balloons hung on the wall of the house, with tape doing most of the hard work. The campaign showcases a family using tape only to regret the choice as the walls get damaged in the house. Pidilite has made some iconic advertisements for its adhesive brand Fevicol. One such iconic ad features showcased people travelling on an old bus in Rajasthan, going through potholes. Despite travelling through a rough patch, people seemed to be glued to each other and the bus comfortably. Not to mention, it was an overcrowded bus. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Manish Dubey, chief marketing officer, Pidilite Industries, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)
What was the thought behind the Fevicol Glue Drops campaign?
‘Glue Drops’ is another product from Pidilite. By introducing Fevicol Glue Drops, we aim to transform the way individuals perceive adhesives, it is a versatile product for all kinds of temporary sticking needs offering consumers a mess-free experience that does not leave any stains post-removal.
The campaign was conceived to showcase the innovative nature of Fevicol Glue Drops. The storyline, centred on a relatable scenario, demonstrates the product’s effectiveness while maintaining a touch of humour. The humorous narrative of ‘Bittoo’s’ post-birthday party disaster served as a relatable and engaging storyline, highlighting the limitations of regular tape in decorating. The thought was to emphasise the extraordinary bonding capabilities of Fevicol Glue Drops while celebrating their versatility in crafting, modelling, and repairing projects. By addressing the common issue of tape leaving walls in ruins, the campaign aimed to position Fevicol Glue Drops as a smarter and cleaner alternative to temporary sticking solutions.
Which agency has conceptualised the ad? Why did you choose it?
The creative vision behind this campaign was crafted by Ogilvy, India. Ogilvy’s deep insights into consumer behaviour and their knack for creating memorable, impactful campaigns align with our brand ethos. This campaign not only brings out our leap in product innovation but reinforces our brand’s ethos of reliability and excellence.
How do you intend to influence consumers with this campaign?
Our digital campaign for Fevicol ‘Glue Drops’ is strategically designed to influence consumers by combining humour with practicality. The storyline about the post-birthday party disaster resonates with everyday experiences, effectively illustrating the chaos left behind by traditional adhesives.
In addition to the engaging narrative, our influencer engagement strategy has also played a crucial role in enhancing consumer awareness and product desirability. Collaborating with micro-influencers on Instagram, we focused on showcasing the versatile uses of Glue Drops. This approach aimed to make the product more appealing and desirable to our target audience. This multi-faceted approach not only increases awareness but also positions Fevicol Glue Drops as a versatile and essential product for various adhesive needs #ChipkaneMainAsaanChodeNoNishaan.
The diverse mix of influencers, spanning genres such as do-it-yourself (DIY), parenting, fashion, and lifestyle, was instrumental in the campaign’s success bringing a unique audience and enhancing the campaign’s impact. This varied content resonated with different audience segments, showcasing how Glue Drops fit into various aspects of their lives. This diversity made the campaign relatable and useful for a range of needs, resulting in optimal campaign outcomes.
Which are the mediums you will advertise on and why?
We chose major digital platforms and social media channels for this campaign as these avenues offer dynamic engagement, enabling us to connect directly with our audience. Platforms like Instagram and Facebook have been carefully selected for their visual appeal and to demonstrate the various use cases for Fevicol Glue Drops in creative and innovative styles. Additionally, the campaign includes a robust influencer component. This approach not only helped to enhance the product’s visibility but also leveraged the influencers’ reach to showcase the practical applications and unique qualities of Glue Drops.
The decision to capitalise on influencer marketing has been instrumental in garnering a remarkable 12.1 million video views, surpassing five lakh likes and, accumulating a total engagement of over seven lakh. The campaign reached an extensive audience, achieving a total reach of 7.6 million and an engagement rate of 6.90%.
Furthermore, influencers played pivotal roles in the qualitative success of the campaign, with some fashion influencers’ content generating an additional staggering 15 million organic views.
The campaign’s success was further underscored by the positive reception on social media, with product reviews gaining traction. Social media platforms have played a pivotal role in amplifying the awareness and effectiveness of Fevicol Glue Drops. The engagement on Instagram speaks to the product’s appeal and the effectiveness of our influencer strategy. The positive reviews and discussions circulating on social media platforms affirm the campaign’s impact, reflecting the audience’s enthusiasm for this innovative adhesive solution.
What was the budget for this campaign?
As with all our marketing innovations, we are extremely value-focused and outcome-driven. While we do set a limit, given the dynamic landscape in which we operate, we try to remain flexible with our spending to align with the corresponding potential of the platform, influencers, and business outcome expectations. This allows us to remain agile, seize new opportunities, and course-correct our strategy.