THE FREE STORE

Short List
TitleTHE FREE STORE
ClientPIDILITE INDUSTRIES
Product / ServiceFEVICOL
CategoryC03. Special Build
EntrantOGILVY & MATHER INDIA Mumbai, INDIA
Entrant Company OGILVY & MATHER INDIA Mumbai, INDIA
Advertising Agency OGILVY & MATHER INDIA Mumbai, INDIA

Execution

In order to engage homeowners, Fevicol decided to launch a unique pop-up store, called ‘The Free Store’, in the middle of one of Mumbai’s busiest malls over a holiday weekend. Signs were put up all around the area announcing the arrival of the store with slogans such as ,”100% Sale”, “Free” and so on. Attracted by these and the artistic wooden bowls, cool clocks and various other items on display, hoards of shoppers eagerly tried to take the free items. However, no matter how hard they tried, not a single item could actually be taken, since it was all glued in place by Fevicol. Fevicol is synonymous with humor advertising in India and therefore wanted an engaging and witty way to let people experience their brand promise of being ‘The Ultimate Adhesive’. 'The Free Store' prank let people have first-hand experience of Fevicol's product benefits along with a good laugh. Fevicol not only got to convey its message but also got a chance to get a dialogue going on the brand with its potential customers. Moreover, by giving a small token of appreciation (interior designing books that showcased Fevicol’s potential in home refurnishing) for trying, Fevicol ensured that homeowners would fondly recall this memorable experience and insist on Fevicol when time came to redecorate.

Credits

Name Position
Abhijit Avasthi/Rajiv Rao Chief Creative Officer
Kainaz Karmakar/Harshad Rajyadhyaksha Executive Creative Director
Hazel Mehta Copywriter
Ankita Gupta Art Director
Ramanathan Sridhar/Bindi Kanakia Account Supervisor
Vishal Malhan Advertiser's Supervisor
Vivek Verma Account Manager
Nirav Parekh Planner