Fevicol to promote 'Fevicol Speedx' with an integrated marketing approach

Fevicol, the largest selling brand of adhesives in India, has rolled out India's first fast-setting white adhesive, Fevicol SPEEDX. This premium white adhesive is an ideal choice where timely completion of furniture projects is vital. The water-based adhesive works on next generation formula - Nano Magnet Technology, which brings the molecules closer very fast, resulting in an exceptionally strong bond. It provides handling strength in just two hours vis-à-vis six to eight hours taken by any other adhesive. That means Fevicol Speedx brings exceptional speed to your furniture making!

This ultimate fast setting adhesive shall be promoted through an integrated marketing campaign including both above the line and below the line activities. The TV campaign created by O&M will go on air on Feb 25th.

Vishal Malhan, Chief - Marketing, Fevicol division, said, "As a market leader, Fevicol always strives to bring innovative solutions which are in line with changing trends, tastes and preferences of consumers. In this fast paced world, speed matters more than anything else. The integrated marketing campaign and the launch of Fevicol Speedx's 1st TVC is in line with the strategic direction to create a fast setting adhesive category within the Premium White Adhesive space. We are sure consumers will enjoy the new creative and appreciate the proposition of Fevicol Speedx in bringing speed to furniture making."

The new Fevicol Speedx TVC is of 25 seconds and brings out the proposition of speed in furniture making. The setup is of stereotypical furniture workshop. In a very humourous way, the film shows a demanding customer ordering some furniture to be made very quickly and how the carpenter surpasses customer's expectation with an express delivery. All because of the magic of Fevicol Speedx.

Commenting on the concept, Abhijit Avasthi, National Creative Director, Ogilvy & Mather said, "It is always very challenging to launch a product variant and if it is Fevicol it gets even tougher. "Fevicol Speedx", as the name suggests, bonds faster than the regular Fevicol SH . The communication is around speediness of the product. The communication yet again is humorous and quirky, a tradition set by Fevicol commercials over the years."

The company will also undertake mass media campaign including TV advertisements supported by ground level activation and various consumer outreach programs during March-April 2012 period. Various initiatives involving the trade and users will be undertaken to establish the winning product proposition of "bringing speed in furniture making". All trade centric activities are aimed at ensuring excellent visibility for the brand in market place. Similarly, all user centric activities have been planned with the objective of building rapid awareness and inducing trial among carpenter/ contractor community. For driving awareness at user level, the company is also leveraging more than 45000 of its Fevicol Champion Club members across more than 120 towns.