Fevicol deploys human OOH for its new campaign

In the age-old game of chairs, Fevicol comes up with a unique solution; deploys several human OOH within the spectators to showcase 'Fevicol ka jod'.

In India, fighting for a place to sit in crowded places is an age-old problem. Be it a sports stadium or a music concert, a crowded food court or an overcrowded public event, no finite number of chairs is ever enough to accommodate all. It's a weird problem. For which a weird solution was long due.  

Fevicol, took a crack at this strange problem at Kila Raipur Rural Sports festival. It's a Ludhiana-based annual sports event, where literally truck loads of people gather to witness a fair that holds desi Indian sports and games that are steeped in Indian culture. And as usual, the fight for seats at the venue is quite a sport in itself.

Fevicol deployed several human OOH within the spectators to lend a solution to this problem. How? With Fevicol's very own brand promise - The ultimate bond. 

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The Chipku Chair campaign was conceptualized and executed by Ogilvy.

“India is a land of unique, unimaginable jugaad. So, we chose to address a very human problem with a jugaad-led innovation and a touch of Fevicol's quirky tonality. We hope this piece will strike a chord with our consumers,” says Talha Bin Mohsin, Executive Creative Director, Ogilvy Mumbai.