An unbreakable bond

Candid Marketing, a Strategic Brand Activation agency, conceptualized & executed an intriguing and distinctive activation campaign for Pidilite Dr. Fixit Pidiproof LW+. Dr. Fixit, an ultimate construction and waterproofing expert from the house of Pidilite Industries Ltd., and one of the most trusted brands in the Indian Construction Industry, introduced Dr. Fixit Pidiproof LW+, a unique liquid waterproofing material for concrete and plaster for the Kolhapur market. The activation revolved around the concept of marriage. Shaadi Ka Atoot Bandhan – the concept of marriage and inseparable bond between cement & LW+ was designed and executed for attaining the set objectives. The concept ensured that in times to come, consumers and trade took home the key objective of ‘ whenever one thinks of cement, LW+ is a must combination’. The activity was divided into two phases. In phase I, actual invitation cards for the ‘ marriage’ were distributed among dealers by traditionally dressed promoters who invited & educated the TG about the event, as well a ‘lucky dip’ contest. Phase II of the activity saw the actual marriage of Dr Fixit Pidiproof LW+ with cement wherein a pundit was used to speak about the concept of marriage in general, interwoven with bonds between the two products. Post this, a demonstration AV was projected along with LW+ commercials. The TG then proceeded for dinner where the winners of the ‘lucky dip’ contest were announced. All the guests were then given a gift bag consisting of LW+ brochure, along with a gift and a small LW+ bottle to enhance sales