Fevicol’s stunt at the 2013 Mumbai Marathon is a simple marketing campaign that proves you don’t need a big budget to generate a lot of attention in a product.
Fevicol is a well-known brand of glue in India that came up with a funny and clever way to engage with people at one of the world’s largest marathons.
Along one of the sidelines of the race, a group of men wearing white Fevicol-brand t-shirts jogged in place, acting as if they had a powerful glue stuck to the bottom of their shoes that immobilized them. Passers-by quickly got the message and responded with smiles, thumbs ups and high fives. Aside from these positive reactions, the campaign brought in an estimated $52, 297 in free media coverage and a 2,800% return on investment.
Key Themes Behind This Trend
- Creative Guerrilla Marketing
- Using unconventional and attention-grabbing marketing methods to promote products and generate buzz.
- Experiential Marketing
- Creating unique and immersive experiences for customers to interact with the brand and its products.
- Viral Marketing
- Creating content that is likely to be shared widely through social media and generate buzz about the brand.
Where This Applies
- Advertising
- Opportunities for advertising agencies to create unconventional campaigns that capture attention and generate positive reactions.
- Event Management
- Opportunities for event planners to create unique and memorable experiences that engage participants and promote brands.
- Consumer Goods
- Opportunities for companies to create innovative and attention-grabbing marketing campaigns that increase brand awareness and generate positive reactions.
