Client: Pidilite India
Product Category: Adhesive
Brand Name: Fevikwik
Assignment: TVC (40 seconds)
Target Audience: 18-35 year olds
Competitive frame:
Strengths- easy on the pocket, works on all kinds of surfaces and has a top-of-mind recall.
Weaknesses- doesn't stay for long if opened and packaging is not leakproof.
Opportunities- Squeezy packs that last longer and don't leak easily. Larger tubes for industrial use. Fevikwik could also make tapes that have the same adhesive strength as their liquid ones (like 3M).
Threats: Packets getting spoilt and going to waste.
Consumer Belief: It's an easy-to-use adhesive that works on almost all surfaces and can be bought in every store.
Ad Objective: To show the quickness of Fevikwik.
Key Selling Message: The easiest and quickest adhesive to use in any situation.
Mandatory Inclusions: The logo and product and Humour as the theme.
Appeal: Humour
Brand Personality: Surreal, senseless and humourous.
Key Response: Make people laugh but also understand the idea behind the product clearly.
Reason to Believe: Fevikwik is a household name and has a legacy.
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