Concept:  The central idea was to disseminate to the listener as to how he can save his time in daily situations.

Objective:  To communicate that usage of ‘Fevicol SpeedX’ while making furniture saves time.

Execution:  The communication was simple and endearingly conveyed the proposition of speed while making furniture; and did not miss out on the subtle humour used in earlier Fevicol ads too. 

A packaged campaign of 40 spots was aired across 3 radio channels for 4 weeks on Radio Mirchi (Delhi, Jaipur, Ahmedabad, Pune, Nashik, Indore and Mumbai), Red FM (Bangalore, Hyderabad and Mumbai) and Big FM (Mumbai and Ahmedabad).

Results: 

The campaign ran in Q3 and Q4 - 2012, and it registered an immediate impact on sales volumes of Fevicol SpeedX. (Source: Pidilite Sales Data) 

62% jump in quarterly sales over previous quarter 
91% jump in quarterly sales when compared to the same quarter of last year 
151% jump in half-yearly when compared to the same period of previous year 

Most importantly, the sales of Fevicol SpeedX did not come at the cost of decline in sales of mother-brand (Fevicol SH). 

Credits:

Creative Team: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav, Gururaj Rao, Nandkishor Prabhukelusakar.

Account Management Team: Vivek Verma, Ramanathan Sridhar.


Fevicol Speedx Tips