Stickiest Social Distancing Campaign

During the pandemic, Fevicol's brand of 'unbreakable bonds' needed to pivot meaningfully — acknowledging social distancing while celebrating human connection.

The Challenge

How do you tell people to stay apart while your brand is literally synonymous with sticking things together? We needed a campaign with wit, warmth, and wide reach.

The Solution

We flipped the brand's core promise: Fevicol is so strong, even when you're apart, the bond stays. The campaign became one of India's most-shared lockdown content pieces.