B. O. Mehta
President, Pidilite Industries Ltd.
Creativity is the art of good agency and working with Ogilvy for Fevicol has always given us out of the box memorable moments. In fact, that’s the reason why all Fevicol ads have not only been outstanding, but have also always clearly established the brand. But I remember the ad where a hen was eating Fevicol. And that’s when Piyush really had a tough time to convince us as I somehow felt that it will not promote the brand properly. But when the ad came, it was a huge success as it established the brand message very innovatively. I think it was a great and memorable marketing moment for me as it taught me the importance of intellectuality in advertising and marketing.
For more articles, Click on IIPM Article.President, Pidilite Industries Ltd.
Creativity is the art of good agency and working with Ogilvy for Fevicol has always given us out of the box memorable moments. In fact, that’s the reason why all Fevicol ads have not only been outstanding, but have also always clearly established the brand. But I remember the ad where a hen was eating Fevicol. And that’s when Piyush really had a tough time to convince us as I somehow felt that it will not promote the brand properly. But when the ad came, it was a huge success as it established the brand message very innovatively. I think it was a great and memorable marketing moment for me as it taught me the importance of intellectuality in advertising and marketing.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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