Sonal Dabral
Group Chief Creative Officer & Vice Chairman at Ogilvy India
Mumbai, India
TitleGhost Stories
Agency
Campaign Ghost Stories
Advertiser Pidilite Industries Limited
Brand Fevicol
Date of First Broadcast/Publication
Business Sector Paints, Wood Protectors, Paint Brushes, Adhesives
Story Fevicol has been India's leading adhesive brand for decades now. However, in recent years, competitors have been luring customers in certain rural markets with cheaper, low-quality alternatives.

Our task was to win back customers in these markets through a targeted radio campaign. Instead of doing a technical comparison between adhesives, we decided to share a theory that would really stick in people's minds.

Cultural context: The voice-over delivery pays homage to narrators in classic 1970s Bollywood horror films.
Media Type Radio
Length
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Group Creative Director
Creative Director
Copywriter
Production Company
Production Company Producer

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started