Based on the activation theme 'Fix it and keep it, don't waste it', five Fevi kwik branded vans have been employed to travel across three states - West Bengal, Kerala and Tamil Nadu - and reach out to consumers in more than 125 towns and villages in each state. The promoters in the vans inform consumers about the various applications of the adhesive, and highlight Fevi kwik as a convenient, versatile and instant adhesive for a large range of household applications including fixing mobile phone covers, broken heels, belts, bags and plates.
Moreover, as a part of the on-ground activation, 150 Fevi kwik kiosks have been placed in towns such as Hisar, Ujjain, Hooghly and Kolhapur. The kiosks also serve to explain the applications/usages of the product.
The activation started in mid-March and will continue till May.
With the re-positioning, the adhesive brand has also tweaked its tagline from 'Chutki mein chipkaye' to 'Sab kuch chutki mein chipkaye'.
It is learnt that a television campaign and print advertising will be used to build on brand salience and to generate product trials.