As the lockdown has started to ease out, Fevicol has come up with a new initiative to fight the novel coronavirus and to survive in the new normal. With its latest campaign, Fevicol is conveying a new message of awareness to the people of India, petitioning them to be even more particular than earlier about wearing masks and maintaining the social distance of two meters.
Written and voiced by Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, the campaign urges people to practise social distancing as the country has now reached ‘Unlock 1’, where the Government has relaxed several restrictions. The message specifically states that while the battlefield and war remain the same, the strategy must change. “Until now, we fought this battle while locked in, now we move out of our homes, and continue fighting. We have to live, move ahead and not cave in. To fight this war, we need to stay alive. Fevicol requests India to fight the coronavirus with even more vim and vigour and in the right spirit,” it says.
Speaking on the initiative, Vivek Sharma, Chief Marketing Officer, Pidilite Industries Ltd said, “In these trying times, this positive and uplifting message from Fevicol on ‘Unlock 1’ is a great morale-booster to all – consumers as well as our sales colleagues, end-users, dealers and distributor partners.”