We spoke to the brand's digital shop Schbang about this 'moment marketing' job.
Fevicol, the adhesive brand from Pidilite Industries has done it again. The latest social media craft by Fevicol's digital agency Schbang is an example of moment marketing - a digital marketing trick of spontaneous usage of an offline instance to gain traction online. The digital ad makes use of the intense traffic situation in Andheri East in Mumbai, where Pidilite's corporate office is located.
The ad is as basic as a screengrab of Google map's route to the Pidilite office. The closer to the office, the heavier the traffic. Essentially, the brand hints at - the closer to Fevicol you are, harder it is to move away.
Lara Kapadia, group solutions manager, Schbang, who handles the Fevicol account at the agency, tells afaqs! that most of the ideation at Schbang is spontaneous in nature. "Our brief is simple, bring out 'Mazboot Jod' in the quirkiest manner possible. This can be done in a hundred different ways. Any concept which makes you smile, works," Kapadia says.
'Fevicol ka mazboot jod' or Fevicol's strong bonding has been the core of the brand's identity for long. All of the brand's communications tie down to the idea. Here are a few:
Explaining the ideation process, Kapadia adds, "Our creative, solutions and design teams working on the brand are always brainstorming about day to day incidents. The sessions are conversational in nature with the team sharing instances, observations and at times the most random things they can think of. In one of our sessions, this instance of getting stuck in Mumbai traffic came up and when speaking of traffic, Andheri East has to be a conversation starter. Who hasn't got stuck in traffic in Andheri East? Also, guess what lies in Andheri East? All we did was connect the dots and boom, viral content!"
Speaking about the client's (Pidilite's) reaction to the idea, Kapadia says, "They cracked up! It's so relatable to them, every single day."
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When asked if there were apprehensions about going ahead with the idea, she explains, "At first we did hesitate and thought it's showing the brand in a negative light. But it's irreverent humour. One cannot think logically about this. We are just leveraging an everyday instance from a commuter's life and packaging it humorously. It all works on social media!"
Agency - Schbang
Group Solutions Manager - Lara Kapadia
Team Lead - Ayush Rathod
Sr.Creative Strategist - Mayanka Goel
Lead Design - Deep Doshi
Graphic Visualizer - Rasik Dhavan