PIDILITE

Brief

Pidilite was launching a new Fevikwik variant called Fevikwik Gel which apart from providing great stickiness had higher viscosity thereby allowing the user precise control over stickiness. The role of Digital was to promote its new proposition i.e. ‘Total Control’ on stickiness, differently.

Solution/Execution

Through a behaviour study, we knew that more than 85% of the users tend to skip a video ad in just 5 seconds. So we decided to play with the Skip button. Just when users thought they could skip our ad in the first five seconds, we took total control. We made a rogue stickman appear, who came and broke the Skip button. He then went on to destroy everything in sight within the video. Simultaneously, the Fevikwik stickman brought out Fevikwik Gel to stick back the broken items. To control further damage, he sticks the rogue stickman to the wall. Thus showcasing the precise sticking proposition of Fevikwik Gel.

RESULTS

• Over 1 million impressions served during the campaign
• More than 90% completion rate on the video

Awards & Recognition

Won Kyoorius Awards 2017
Goafest
Emvies