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.