Piyush Pandey
Global Chief Creative Officer at Ogilvy
Goregaon (East), India
TitleSticky Banner
Agency
Campaign Sticky Banner
Advertiser Pidilite Industries Limited
Brand Fevicol
Date of First Broadcast/Publication
Business Sector Paints, Wood Protectors, Paint Brushes, Adhesives
Tagline The ultimate adhesive
Story Our objective was to establish Fevicol as the ultimate adhesive. No one pays attention to web banners anymore. So we decided to make a banner that would genuinely stick. And not just figuratively. The sticky banner appears to show up in YouTube pre-roll ads of other brands. And the adhesive power of the banner is so strong, that even the characters in the ads can’t escape it. We created this effect by making videos that closely mimicked the ads viewers were used to watching every day, and deploying them as seemingly-ordinary pre-roll ads.
Philosophy No one pays attention to banners anymore. So we decided to make a banner that would genuinely stick. And not just figuratively. The sticky banner appears to show up in YouTube pre-roll ads of other brands. And the adhesive power of the banner is so strong, that even the characters in the ads can’t escape it. We created this effect by making videos that closely mimicked the pre-roll ads viewers were used to watching every day, and deploying them as pre-roll ads. By sticking to category codes, we heightened the element of surprise.
Problem Fevicol is India's oldest and most trusted adhesive brand. However, with new entrants pouring into the market, brand recall among the next generation of young consumers has been on the decline. Our objective was to make ‘Fevicol’ synonymous with adhesives, once again.
Result 13 million+ views, 35,000+ Facebook likes, and a whole lot of brand love.
Media Type Pre-Roll
Length
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Creative Director
Copywriter
Art Director
Director
Production Company

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