Fevicol, the adhesive brand of Pidilite Industries, was the latest brand to associate with the Pro Kabaddi League. The brand association includes on-air and on-ground integration where the line ‘Fevicol Ki Pakad, Chhootegi Nahin’ is shown displayed on LED screens in the arena and on TV during the live matches when a tackle results in the entrapment of the raider player.
Further, the association involves the airing of the classic Fevicol TVC ‘Haisha ad’ apart from on-air animated pushbacks on Star Sports and Star Gold. Speaking about this Anil Jayaraj, CMO, Pidilite Industries said, “Kabbadi is a sport integral to India’s culture. The game has seen resurrection as a mainstream sport through Pro Kabbadi League. Kabbadi is an ideal game for Fevicol to associate considering the fact that it involves strong holds, tackles and bonds which is in line with the brand’s messaging of strong bonding.”
Vanita Keswani, COO, Madison Media Sigma said, “The idea regarding the brand integration actually came out from a brain storming session with the channel and we hence recommended because it was an excellent fit, because way before in cricket, a long time ago Fevicol used to own these moments when the team used to come together. The best tackle is nothing else but a very strong bond which a particular group of players.”
About the sponsorship opportunity, Keswani said that “The deal was there before but the moment the first ratings came up we pushed it even further, then maybe that it just got that much more traction from the client after that. But we didn’t wait for understanding it, the idea was there in the beginning itself before the ratings happened. Just one day after the ratings came out there was a push with that. When you hear that it is being seen you get that much more confidence in going with it.”