Brand activation agency, Candid Marketing conceptualised and executed an innovative activation campaign for Dr Fixit Pidiproof LW+, from the house of Pidilite Industries. It saw a wedding take place between cement and Dr Fixit Pidiproof LW+ to highlight the bond between the two.
The activation – Shaadi Ka Atoot Bandhan – was organised to highlight the inseparable bond between cement and LW+. The activity was divided into two phases. In phase one, actual invitation cards for the ‘marriage’ were distributed among dealers by traditionally dressed promoters, who invited and educated the TG about the event.
Phase two of the activity saw the actual marriage of Dr Fixit Pidiproof LW+ with cement, wherein a pandit was used to speak about the concept of marriage in general, interwoven with bonds between the two products.
Sanjay Bahadur, Global CEO, Construction Chemicals Divisions, Pidilite Industries said, “We briefed Candid Marketing to come up with an activation campaign to position Dr Fixit LW+ as a must-use component with cement. We wanted to communicate all the benefits that accrue from adding LW+ into cement such as no rusting of steel bars, no cracks and no leakages. The wedding between cement and LW+ communicates it beautifully. The activation not only met with our set objectives, but also gained high recall value in the minds of our TG.”
Commenting on the activity, Devika Sharma, Managing Partner, Candid Marketing said, “This was a very innovative activation campaign. It struck the right cord with the target audience as the dealers saw a marriage between two products for the first time. The campaign saw participation of over 125 dealers (existing and potential) at the main event.”