MKT651 Integrated Marketing Communication

Assignment:- Print Ad
Brand Name:- Fevicol

Submitted to Prof. Jinal Parikh

Submitted by: Group 1

AU1814020 Aashka Shah MBA

iMBA/15-20/17 Dimple Jethani iMBA

AU1814018 Karan Trivedi MBA

iMBA/15-20/52 Rahil Shah iMBA

AU1814046 Stuti Chokshi MBA

 Fevicol Ad Rationale
Fevicol always tries to depict its functional value of “adhesiveness” in its marketing
communications. The brand wants its target audience to associate them with the title of the
“strongest adhesive”. Our work for Fevicol is a print advertisement targeted towards the Indian
audience to increase the brand’s relationships with its target customers by showing them the
most iconic imagery in the Indian context.

This work can be used or could have been used since the past couple of months. Aarey, the
famous green patch of Mumbai has been in the news as it is being cut down to make way for the
Metro project. The world is witnessing an outburst of people trying to protect it. Brands have
come forward to voice their opinion about this issue is various ways.

To recall this movement, we have used tagline named “CHIPKOO KA ASLI JOD” which
depicts the product can be used for sticking anything. Here, the word "CHIPKOO" has been
used address about the past event as well as the product's functionality.

We have used the concept of “Cause marketing” in which the company’s promotional tool has
the dual purpose of increasing profitability while bettering society. They are spreading awareness
for the conservation of the environment as well as also doing marketing of the features and
functions of its products. This phenomenon of Fevicol depicts the “Culture of Caring”. The
emotion of this print ad is “Emotional”, “Connectedness”, “A sense of Belongingness”.

At the end of the ad, the logo of Fevicol in which two elephants are tugged together again depicts
a feature of adhesiveness and strength. A selection of elephants to depict the message can be
considered as an intelligent move by Ogilvy & Mather as elephants are considered the symbols
of strength and power.

Fevicol has claimed itself to be the “ultimate or asli jod” in many of its campaigns. Our piece of
work portrays how Fevicol has got the back of the green patch protectors in all ways it can. And
what other brand would be better to associate with the “Chipkoo” then the ultimate adhesive-
Fevicol ?