OGILVY & MATHER MUMBAI, Mumbai / PIDILITE INDUSTRIES / 2016
We made special Fevicol t-shirts that had multiple necks. So, a group of two or three could wear a single t shirt and walk around in the Kumbh Mela gathering without getting lost. These t-shirts were distributed free of cost to devotees and were also propagated by our volunteers. A ‘lost and found’ tent further helped devotees stay together. Fevicol made the devotees at the Kumbh gathering inseparable.
Many t-shirts with multiple necks were distributed at the Kumbh Mela gathering over a period of five days. A few volunteers walked around in the t-shirts to get people’s attention. Once the interest piqued, we gave away our free t-shirts. A ‘lost and found’ tent was set up where people could seek help and was also a place for them to pick up their free t-shirts. ‘Fevicol Inseparables’ reached out to millions in just five days.
The activation reinforced Fevicol’s proposition as 'the ultimate adhesive'. People not only responded well to the idea, but also became advocates of the brand by embodying the role of a talking walking billboard of Fevicol. Word of mouth helped gain more attention and Fevicol reached every corner of the Kumbh Mela. There was also a significant decrease in the number of lost and found cases at the Kumbh.
OGILVY & MATHER, Mumbai
2006, PIDILITE INDUSTRIES