Fevicol ‘Glues’ Runners During Marathon

It’s completely ridiculous… and funny… and history has proven that you can never go wrong with humor.

Fevicol, a popular glue brand in India, decided to take the humor route in their latest guerrilla effort.

The Event

Mumbai has been hosting one of the biggest marathons in the country in the last several years. It is the perfect venue for any kind of marketing effort. For one, running and marathon events cut across all segments and a glue is just one of those products that cuts across all segments.

Second, the event already offers media exposure. It’s just a matter of knowing how brands can pull the cameras to their product.

Lastly, it draws thousands of locals in the area which offers the opportunity for a more intimate interaction with the brand.

The Activity and Result

Fevicol dispatched their own runners alright but true to the spirit of the brand, their runners were glued to the ground. The result was a hilarious scene of several runners doing slow stationary jogging. They didn’t lack in the enthusiasm side. The runners were in it to win it. Some where intense and others were painfully enjoying themselves. Regardless of the emotion, they showed it in their faces and body language.

It was absolutely funny and quite impossible to ignore as proven by the 2800 percent return of their media investments. They made their way to newspapers, websites and people’s social networking site. However, the most valuable result is the direct interaction with other people. Not only were actual runners joining them, the Fevicol Running team were celebrities for that day. People were “running” with them, taking their photo and even shouting the brand’s tagline for them.

The Lessons

Humor has proven to be the superhero of this guerrilla effort. Come to think of it, the whole glued to the ground concept was a direct contrast of the marathon but the funny scene made people forget what the event was supposed to stand for and just focused on this few funny and good men running in place.

Next, never do anything halfway. Fevicol went all out by getting good actors that intensely ran in place which added another layer of humor in the whole stunt.

Finally, it doesn’t take millions to launch an effective guerrilla campaign.

Advertising Agency: Ogilvy & Mather, Mumbai, India
National Creative Directors: Abhijit Avasthi, Rajiv Rao
Senior Creative Directors: Amitabh Agnihotri, Sameer Sojwal
Copywriter: Gururaj Rao
Account Management Team: Vivek Verma, Preetish Gupta, Ramanathan Sridhar
Published: January 2013

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.


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