Top Story

e4m_logo.png

Home >> Marketing >> Article

Candid Marketing organises a wedding for Pidilite

23-March-2012
Font Size   16
Candid Marketing organises a wedding for Pidilite

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.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...