Fevicol Adhesive Sets Up The Free Store

Fevicol Adhesive Sets Up The Free Store

Welcome to THE FREE STORE, where EVERYTHING you see is for FREE!

Fevicol, a brand of adhesives owned by the Indian company Pidilite, wanted to reinforce their position as India’s most reliable glue. To do so, they hired the wonderful people over at Ogilvy & Mather, Mumbai to create this fun store. A store where everything was free, that is…if you can take it.

They set up a store stand in one of India’s hottest malls and glued the objects to the stand. If a person could take it and break the bond, it was free! Everything from the smallest spoon to the flowers in the vase, was glued down by Fevicol.

What a funny implementation and great way to showcase the power of the product!

Agency: Ogilvy & Mather, Mumbai
National Creative Director: Abhijit Avasthi
Group Creative Director: Kainaz Karmakar, Harshad Rajadhyaksha
Creative Team: Hazel Mehta, Ankita Gupta
Account Management: Vivek Verma, Ramanathan Sridhar & Bindi Kanakia

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


  1. The Fevicol spot really stuck with me.

  2. Haha :)

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