To remind consumers about the mandatory social distancing guidelines, Fevicol has launched a new social experiment campaign helmed through a mall activation.
Conceptualized in association with Schbang, Fevicol executed the campaign at a food court of a mall to highlight the need for social distancing as COVID-19 cases are still on the rise. The premise of the experiment was based on fixing chairs to tables at the food court of a mall with labels indicating the tables that need to be left empty owing to social distancing.
Various families, groups & individuals went to occupy these tables ignoring the social distancing norms. On trying to do so, they found themselves in a fix, as the chairs were stuck to the table and couldn’t be used.
With a need for safety norms to be followed amidst the pandemic, the brand, intends to ensure awareness of social distancing through their experiment with the message of “Chehrey par mask aur do gaz ki doori, abhi bhi hai bohot zaroori”.
Upon the launch of the video & why the social experiment is important, Vivek Sharma, CMO, Fevicol, Pidilite Industries said “Brands also have a larger role to play in society. With this experiment, in a quintessential Fevicol way, we just wanted to remind the audience that social distancing is still very important and we should not let our guard down.”
On the thought process behind the video, Akshay Gurnani, Co-Founder Schbang said, “The best way to drive social change is if it’s done in a light-hearted, non-preachy manner. Fevicol & Schbang have always tried creating such an impact on the digital medium and this time, through a quirky, tongue-in-cheek video serving as a reminder to continue maintaining social distancing.”
“The idea of using Fevicol to remind people about social distancing was time-sensitive, and it required us to work around the clock to make it happen. I think the team has done a fantastic job in using the classic Fevicol humor and quirk to give a timely message” commented Jay Morzaria, Group Creative Manager, Schbang.