India is a land of diverse cultures. But one thing that bonds us are our grand festivals. People from across the country come together to celebrate. We may celebrate differently, but we celebrate nevertheless. The idea was to capture the essence of togetherness.

Posters used at both indoor and outdoor locations in and around the points in the city where traditionally troupes of devotees build human pyramids. These locations are public squares and each location has the prize pot hung at varying heights. Seeing the scene in the posters that is about to unfold in real makes big impact and leaves a mark in the people's minds.

The posters' objective of connecting with the customers was aptly met. It helped in showcasing the strength of Fevicol through the visuals and establish an emotional connect.