# Joke Jogging Publicity Stunts Fevicol’s Simple Marketing Campaign Stages Runners Stuck in Pl By Laura McQuarrie | Published 2013-05-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/simple-marketing-campaign References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/guerrilla-marketing/fevicol-glues-runners-during-maration/) 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](https://www.trendhunter.com/trends/heinz-ketchup-zero) and a 2,800% return on investment. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 8% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### 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. ## Related on Trend Hunter - [Cheeky Adult Wipe Campaigns](https://www.trendhunter.com/trends/goodwipes-launched.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Smile-Focused Running Campaigns](https://www.trendhunter.com/trends/smile-20.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Runner-Targeted Ketchup Campaigns](https://www.trendhunter.com/trends/run-on-heinz.md) - [Humorous Indian-Flavored Ice Creams](https://www.trendhunter.com/trends/indianflavored-ice-creams.md) - [Playful Tomato Athletes](https://www.trendhunter.com/trends/national-games-campaign.md)