Fevikwik: Getting the fixer at home to fix more

Divya Agarwal

Leading Indian adhesive brand Fevikwik broke with tradition to create a shift in its communications and target audience, and at the same time expand the category.

Campaign details

Brand: FevikwikBrand owner: PidiliteLead agency: OgilvyCountry: IndiaIndustries: Home improvementMedia channels: Content marketing, Point-of-purchase, in-store, Product placement, Product sampling, TelevisionBudget: 1 - 3 million

Executive summary

Ask any housewife and she will agree that any household task is largely an underappreciated enterprise (starkly different from the idea of a homemaker!), but what if this very pulse of an unappreciative culture was captured?

This is the story of how a leading adhesive brand in India, Fevikwik, not only added women into its consumer base – creating a...

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