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How Fevicol “Stuck” people together at Kumbh Mela
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Imagine being in a crowd of millions. You turn around for a second and your family is gone.
It sounds terrifying but this is a common reality at Kumbh Mela, the world’s largest gathering.
It’s estimated that at every event, around 300,000 people get separated from their loved ones. The sheer size of the crowd makes it difficult to find them again.
But in 2016, Fevicol, India’s most famous adhesive brand, came up with a brilliant solution.
Instead of a regular ad campaign, Fevicol brought its brand message to life. Their tagline, "The Ultimate Adhesive" isn’t just about glue, it’s about strong bonds.
So, they designed something simple yet brilliant:
Special t-shirts with multiple neck holes.
These unique t-shirts allowed families to wear them together, physically staying connected in the crowd. No matter how big the gathering, they couldn’t be separated.
Printed on the t-shirts was Fevicol’s message:
"We will stick together."
And for those who still got lost, Fevicol also set up a Lost & Found tent, helping people reunite.
Why this worked
It solved a real problem: This wasn’t just marketing, it was a practical solution to a major issue.
It fit the brand perfectly: Fevicol is about bonding and this campaign made that message real.
It was creative and unexpected: A t-shirt that keeps people together?
The best campaigns solve problems, create emotions, and connect with people. Fevicol’s campaign did all 3.
Think about your brand, what’s one real problem you can solve for your audience? That might just be your next big marketing win.
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⚡ 3 Noteworthy News Updates for Marketers
Instagram Experiments With AI-Generated Comments on Posts
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