Even as the world observed World AIDS Day on December 1, companies came forward to do their bit for this social issue. One such initiative was seen from Fevicol, which is known for its cutting edge campaigns. This time, Fevicol used its brand equity dexterously while executing its outdoor activity for AIDS. The brand, in order to create awareness around the issue, played around the theme of stickiness to convey the right message to the people.
The company had put up a hoarding on Peddar Road in Mumbai, which said, 'Stick to one partner'. The ad has been conceptualised by their agency O&M.
Rajesh Mehta, Marketing Head, Fevicol, Pidilite Industries Ltd, said, "AIDS, as you know, is a very important issue in today's context. Since Fevicol is a trusted brand, we planted the thought in people's minds, thereby creating awareness about the issue. We have used our brand property to communicate a socially relevant message."
The 30 feet by 20 feet hoarding has been put up on November 30 and would be there till next week. The brand didn't want to miss out on the opportunity to convey the message to the people and hence, decided to put it on a road which sees lot of traffic flow.
According to Mehta, the whole thing had been used in a subtle manner so as to leave an imprint in the minds of people. He said, "The objective has been to make people carry the message along with them. We have tried to ensure that the message should remain with them for a long time and they should remember it whenever the issue is debated upon."
"Fevicol is a very admired and respected brand. When the power of such a brand is used, people tend to respect the message. The whole cause gets impetus. It lends credibility to the overall message," maintained Mehta.