Fevi kwik fixes trip on vans

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | March 30, 2012
Five branded vans will travel through 375 towns and villages across three states for two months, informing consumers about the applications of the re-positioned product.

Pidilite Industries has re-positioned Fevi kwik from an instant adhesive to a multi-usage, cost effective product. In a bid to promote the repositioning, it has taken the on-ground route to reach out to its consumers and establish it as a daily use product that is affordable and re-usable.

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.

Nilesh Majumdar

Nilesh Majumdar, president, sales and marketing, consumer products, maintenance, Pidilite Industries, says, "We are trying to show more and more applications of the product and educate the consumers about how Fevi kwik can help them prolong the life of some of their household items. This will also help them in their small everyday problems."

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.

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