Fevicol has by far been one of India's most creative advertisers and has been able to connect and strike the right chord with its consumers in every way of life. This time, the adhesive brand has taken up a cause and is voicing its support for spreading AIDS awareness.
In its endeavour to create and spread awareness about AIDS and staying loyal to a single partner, thereby re-emphasising the ‘Bonding’ message in a very subtle way, the brand is launching a new outdoor advertising campaign on December 1, the World AIDS Day once again, enabling it to bond with its consumers as well as fulfil its responsibilities towards being a socially responsible citizen.
Said Rajesh Mehta, Marketing Head, Fevicol, “It is just a ‘Fevicol way’ of creating social awareness on issues that are seen around. All we are trying to do, in a small way, is plant a thought, create awareness in people about this serious disease and just pause for a moment and think.”
The outdoor ad has been created by O&M. This highly visible ad will be seen only in Mumbai for 10 days.
Abhijit Avasthi, Group Creative Director, Ogilvy & Mather, Mumbai added, “Our brief was to create a message on World AIDS Day that helps promote awareness about the issue. And it is a great thought. All brands that command respect and enjoy trust of the
people should use it spread messages on issues relevant to the community.”
The Fevicol brand enjoys 70 per cent of the market share, and it continues to grow at a rate faster than the market growth. It is already being exported to over 15 countries including the UAE, South Africa, Vietnam, Bangladesh, Sri Lanka, Bahrain, Kuwait, Qatar, Oman, Congo, Mozambique, Saudi Arabia and Angola. The plans are under way to launch the brand in Pakistan, Indonesia and Myanmar.