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marketing
initiatives

New campaigns were rolled out for Dr. Fixit, Fevikwik and Fevicol that carried on the task of developing the categories and creating new segments. In these challenging times of pandemic, our digital marketing initiatives, in the form of videos and posts on social media, forged deeper emotional connect with both consumers and end-users. These digital and TV campaigns won many prestigious awards for Fevicol, Fevikwik and Roff across many categories.

advertising & communication

A new television campaign featuring Mr. Amitabh Bachchan was aired to communicate the importance of using Dr.Fixit URP on Roof while constructing a new home.

Another television campaign was aired in Karnataka and Kerala to communicate the advantages of Dr.Fixit Roofseal Topcoat with ‘nanofibre’ formulation, over ordinary paints.

Fevicol launched a 360° campaign ‘Yakshagana’ in the markets of Karnataka and Hyderabad. The campaign, based on a local art form of coastal Karnataka, is a humorous take on how using local glue is not the same as using Fevicol.

digital communication & initiatives

Fevicol continued its efforts of building brand love with younger consumers by engaging through topical and quirky digital content, throughout the year, on social media. Also, Fevicol used its digital content to educate masses on Covid appropriate behaviour & social distancing in a typical Fevicol way. These creatives were shared widely by people on social media and whatsapp.

Fevikwik through its quirky-rhyming social media posts and an Instagram meme campaign created awareness around the theme ‘Phenko Nahin, Jodo’. It also conducted a unique online contest called ‘Fevikwik Stars’ celebrating people who tend to break things and then repair them. Families were asked to share their stories about repairing objects and nominate family members to be ‘Fevikwik Stars’.

Fevicyl ‘Art Shaala’ online classrooms for art hobbyists and professionals, with differentiated content, were organised through its social media assets. With over 20 masterclasses for advanced hobbyists and 37 open workshops for new hobbyists, these workshops led to the increase of Instagram page followers by 65%.

new initiatives

Fevicryl planned a series of topical digital campaigns like #ArtFromHome, #MaskItWithStyle #PourYourArtOut #RangBharoTyoharoMein for consumers and budding hobbyists. Each of these campaigns was supported by digital media, influencer marketing, and contests. With this series of topical initiatives, the brand garnered a 10% engagement rate on its social media handles.

Fevicryl #MyHappyWall campaign was launched in Cochin and Tamil Nadu to motivate the consumers to paint their walls using the Fevicryl Colours and bring cheer to their homes. This Integrated Marketing Campaign was promoted through print, social media, website, trade contest, on-ground activation, and influencer marketing. In addition, two unique digital assets were created – DIY e-Book – a step-bystep guide providing hobbyists with DIY tutorials on wall art and Wall Talk – a 3-minute talk show inviting Hobbyists to share their wall art.

awards

The year 2020-21 was an exceptional year for Pidilite, as many of its brands won multiple awards across various categories.

Fevikwik ‘Phenko Nahin, Jodo’ campaign won various awards at the most coveted marketing awards The EFFIE

  1. Two Gold at the EFFIE, including the Best Use of TV category

  2. Two Silver at the EFFIE in Other Products and Regional category

  3. One Bronze EFFIE in Disruptive Differentiators Award category

At the Kyoorius
Awards 2020,
Pidilite won a total
of 23 awards.

Some of notable ones were:

  1. Fevicol Sofa Campaign
    4 Blue Elephants and 6 Baby Elephants

  2. Roff Television Campaign
    1 Blue Elephant and 3 Baby Elephants

Buzzing Content Award
Fevicol won the best social media content in FMCG & retail category.

At exchange4media Indian Content Marketing Awards, #MyFevicolAd won the best content marketing social media and best crowdsourced award.

At Golden Globe Tigers Award,
Fevicol won the Campaign of the Year for #MyFevicolAd and the award for Social Media Marketing category.