An un­break­able bond

Outdoor Asia - - Front Page -

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

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