Fevicol gets human OOH and 'Chipku Chair' to beat an age-old problem at sports events

Ogilvy has conceptualised and executed this quirky campaign at the Kila Raipur Rural Sports Festival

by exchange4media Staff
Published: Mar 31, 2023 11:05 AM | 1 min read

In India, fighting for a place to sit is an age-old problem. Be it a sports stadium or a music concert, a crowded food court or an overcrowded public event, no finite number of chairs is ever enough to accommodate all. It's a weird problem. For which a weird solution was long due.

Fevicol, being an ambassador of quirky thinking, took a crack at this strange problem at Kila Raipur Rural Sports festival. It's a Ludhiana-based annual sports event, where literally truck loads of people gather to witness a fair that holds desi Indian sports and games that are steeped in Indian culture. And as usual, the fight for seats at the venue is quite a sport in itself. So, Fevicol deployed several human OOH within the spectators to lend an out-of-the-box solution to this problem. How? With Fevicol's very own brand promise - The ultimate bond.

Ogilvy conceptualised and executed this quirky out of the box communication.

“India is a land of unique, unimaginable jugaad. So, we chose to address a very human problem with a jugaad-led innovation and a touch of Fevicol's quirky tonality. We hope this piece will strike a chord with our consumers,” says Talha Bin Mohsin, Executive Creative Director, Ogilvy Mumbai.