Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Pidilite bets big on on-ground promotions

16-August-2012
Font Size   16
Share
Pidilite bets big on on-ground promotions

Pidilite recently implemented an aggressive on-ground activation for Fevikwik across six key states. The initiative is in line with its aim to promote the brand as a multi-usage product.

Based on the successful implementation of its pilot saturation plan in Vellore and Durgapur, Fevikwik has enhanced its activity in seventy eight towns across Maharashtra, Gujarat, West Bengal, Andhra Pradesh, Karnataka and Tamil Nadu. Some of the key towns include Mysore, Mangalore, Belgaum, Kharagpur, Asansol, Visakhapatnam, Hyderabad, Aurangabad, Satara, Kolhapur, Solapur and Pondicherry.

Commenting on campaign execution, Nilesh Mazumdar, President, Sales and Marketing, CP- Maintenance Division, Pidilite Industries said, “We consider these markets as key to reaching out to our target consumers. We are confident that these activities will help us in meeting our objective of establishing Fevikwik as an easy solution to common household problems. We aim to drive home the message that its multi-purpose property is of immense use for various household repair applications.”

The on-ground activities include in-shop visibility, outdoor visibility, distribution expansion and van activation. The objective through its distribution activities is to establish Fevikwik’s presence in every FMCG outlet. Through its van activation, Fevikwik is looking to create intrigue about the product among non-users while enhancing the usage among existing users.

Pidilite has built on the position of Fevikwik being an instant adhesive which is a multi-utility, cost effective product. It has therefore adopted the on-ground route to reach out to its consumers and establish it as a solution to common repair problems which is both, affordable and multi-purpose. The on-ground activities are being supported by a TVC.

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Latestly focuses on all latest and breaking events across the globe, providing information on trend related stories across genres

As part of this re-imagined approach Star India will broadcast live matches in six different languages with an aim to target 700 million viewers across TV and Digital.

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...