Execution

A group of runners sporting Fevicol branded T-shirts participated in the Standard Chartered Mumbai Marathon 2013. When the race was flagged off, the ‘Fevicol Runners’ started running, albeit with a difference – they were glued to the ground. They continued to run on the exact same spot near the starting line without moving an inch. This spot-running act created a lot of curiosity among other participants. But when they saw the Fevicol name on the T-shirts, they got the joke. So yet again, Fevicol, using its quirky brand of humour, managed to tell consumers that it is indeed ‘the ultimate glue’.