Cannes Lions

FEVICOL ADHESIVE

OGILVY & MATHER, Mumbai / PIDILITE INDUSTRIES / 2002

Awards:

1 Silver Cannes Lions
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Overview

Description

a. To strengthen/add to the already existing equity for the brand.b. Raise the involvement levels of the consumer in the category.

c. To give the brand a top of mind recall BackgroundBrand - FevicolCategory - AdhesiveFevicol is one of the most cult brands in this country. This brand is synonymous with strong bonding and controls 70% of the market share in terms of sales. One of the strongest assets of the brand is the brand communication. World-Class advertising has been created for this brand. The brand has now reached a stage where its communication operates on a completely metaphorical plane. The strong bonding element of the brand is demonstrated in its ad films with metaphors like – A mans shadow getting stuck on a Fevicol pack, a packed bus carrying loads of villagers without anybody falling off (Subtle Fevicol branding on the sides of the bus), and many more.

The Big Idea: Programs on Television are always disjointed because of the element of commercial breaks. The media idea was to do the most unreasonable task of bonding this program and making them Break-Free. We actually created a Break-Free zone from 7:30pm - 8:00pm on Zee TV for four weeks i.e. from 16th July to 10th August 2001.There were no commercial breaks in those programs. Special promos were created by the agency to promote this Fevicol Break-Free Zone, which were aired on the Zee network at a very high frequency. The execution resulted in the following:a. Created a highly innovative concept of a break free zone on a leading national satellite TV channel.b. The idea also leveraged the consumer insight of 'displeasure of having interrupted programs', thus increasing the involvement levels of the consumer. c. The concept generated tremendous word of mouth publicity.d. This had a direct effect on the brand image giving it a 'larger than life' feel.

e. All this at a cost less than 10% of equivalent commercial airtime.

In all - The Media Idea execution matched the high standards of brand communication and hence resulted in taking the brand to a higher platform.

Concept: The media team was solely responsible for the ideation and the concept of break-free programming. Using the communication for the brand, its positioning and values, the media team came up with the novel concept that took the brand further.

Selling: The most difficult task presented itself while trying to get the channel to buy the 'unreasonable idea' of displacing all advertising, across categories from a particular timeslot for a period of one month. Especially with the limited budgets available.

Execution: The team managed to strike a great deal. This included the following.

a. Promos were creatively designed and executed for the channels by the agency team, in the spirit of the brand communication for Fevicol b. High frequency of promos, not just on that particular channel but across the entire Zee network.

c. PR mileage 2. What makes this submission special? Why is it great idea in its context? Why should it be a winner? (200 words maximum)a. The synergy between the brand and the media idea was flawless. The idea actually flipped the basic format of any TV program, which is inherently disjointed because of commercial breaks. Creating the highly innovative concept of a break free zone on a leading national satellite TV channel.b. The idea also leveraged the consumer insight of 'displeasure of having interrupted programs'. This idea helped in increasing the involvement levels of the consumer. c. The challenge presented itself in the execution.

d. The concept was so strikingly different that it generated tremendous word of mouth publicity.e. The displacement of other advertisers (some of the big spenders) and their advertising placed the brand in the big league. This had a direct effect of the image giving it a 'larger than life' feel.

Execution

Concept: The media team was solely responsible for the ideation and the concept of break-free programming. Using the communication for the brand, its positioning and values, the media team came up with the novel concept that took the brand further.

Selling: The most difficult task presented itself while trying to get the channel to buy the 'unreasonable idea' of displacing all advertising, across categories from a particular timeslot for a period of one month. Especially with the limited budgets available.

Execution: The team managed to strike a great deal. This included the following.

a. Promos were creatively designed and executed for the channels by the agency team, in the spirit of the brand communication for Fevicol b. High frequency of promos, not just on that particular channel but across the entire Zee network.

c. PR mileage

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