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Fevicol's 'Sticky Surprise' at Lalbaugcha Raja

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 22, 2015
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The brand's activation at the most popular destination during Ganesh Chaturthi, to bring out the strength of Fevicol, has devotees amused.

Fevicol, the popular adhesive brand from Pidilite Industries, on the occasion of Ganesh Chaturthi, has launched an interesting on-ground activation at Mumbai's Lalbaugcha Raja pandal. The brand has set up 'The Fevicol Room' right next to the mannat line. Devotees walking into the room are treated to an illusion of them 'walking on walls' and 'hanging by the ceiling'. Caught by surprise, people have been sharing their pictures on Facebook, Twitter and WhatsApp. The activity will continue until September 26.

'The Fevicol Room'

'The Fevicol Room'

'The Fevicol Room' is aimed at bringing out the strength of the adhesive. The activity has a dual purpose - to bring saliency to the brand proposition 'Mazboot Jod' and to break the clutter associated with the product category. Another objective of the activity is to focus on the 'Jud Jaao Tyohaar Pe' angle propagated by the brand. Interestingly, this is the first time that the brand has executed an on-ground activation like this one. Lalbaugcha Raja pandal receives a staggeringly high number of visitors during Ganesh Chaturthi and this activity is already quite a hit.

Salil Dalal, president, sales and marketing, Fevicol, Pidilite Industries, says, "We firmly believe in out-of-the-box ideas that grab eyeballs. The activity not only reiterates the brand's identity of being the ultimate adhesive, but also engages people in some fun. It has helped us clearly convey our message to consumers and made them smile."

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