Araldite showcases its superior bonding strength with an innovative OOH campaign

Pidilite, a leading manufacturer of construction and specialty chemicals, today unveiled a quirky and innovative OOH campaign for its recently acquired brand Araldite. The brand, renowned for its high-performance adhesives, took its communication, ‘Jodekuchbhi’, in the outdoor space to the next level by literally putting a roadroller on a billboard on the busy streets of Mumbai &Delhi. The billboard revives the memories of an iconic outdoor campaign done by Araldite featuring two cars stuck on the hoarding in London.
Conceptualized and executed by MOMS, a unit of Madison World, the billboard with the road roller on it shows a true testament to the power of Araldite’s adhesives and their unmatched strength and reliability.
Punit Mehra, President – Araldite, Pidilite, said, “Pidilite is known for its quirky and innovative campaigns across its brands. This campaign is in alignment with Pidilite’s legacy to create pathbreaking advertising. Now that Araldite business has been fully integrated into the Pidilite way of working, we wanted to showcase its superior bonding strength in a way that will be remembered by consumers in India. Araldite is the most preferred adhesive in the large stone fixing market in India. We just wanted to reiterate its strength using a road roller and create an absolutely differentiated and memorable experience in the minds of consumers. The response to the campaign has been overwhelming, and we are delighted with the buzz it has generated.”
Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions, said, “MOMS always strives to do things differently in an innovative way, which not only creates an impact, but also creates unique memories. Araldite is known worldwide for its ability to stick and fix anything. We took this as a challenge to showcase the strength on ground, by sticking the heaviest on a billboard. And what is better than a road roller? The brand had executed a similar campaign in the 80s in the UK, and we wanted to recreate a similar buzz in India. The campaign aims to create instant recognition for the brand.”
The billboard features bold and eye-catching visuals that showcase the road roller on the busy streets of Mumbai and Delhi. In Mumbai you will find this innovation at Mahim Causeway and DND Toll towards Noida junction. Araldite is known all over the world for its high-performance adhesives that are used in the marble and stone fixing industry and many other applications. With the line ‘Jodekuchbhi’, the idea was to highlight the same bonding strength of fixing anything and everything.
Araldite aims to reach a wider audience and strengthen its position as an adhesive of choice in the industry with its recently launched TVC and OOH campaign. The innovation will be further amplified on social media and radio.
About Pidilite:
Pidilite Industries Limited is a leading manufacturer of adhesives and sealants, construction chemicals, craftsmen products, DIY (Do-It-Yourself) products and polymer emulsions in India. Our products range also includes paint chemicals, automotive chemicals, art materials and stationery, fabric care, maintenance chemicals, industrial adhesives, industrial resins and organic pigments & preparations. Most of the products have been developed through strong in-house R&D. Our brand name Fevicol has become synonymous with adhesives to millions in India and is ranked amongst the most trusted brands in the country. Some of our other major brands are M-Seal, Fevikwik, Fevistik, Roff, Dr. Fixit, Araldite and Fevicryl.
About Araldite:
Araldite is a leading manufacturer of high-performance adhesives and bonding solutions. With a rich history of innovation and excellence, the company has been providing reliable and effective adhesive products to consumers and businesses for over 75 years. Araldite’s products are known for their superior bonding strength, durability, and precision, making them ideal for a wide range of applications.
For more information, please visit www.araldite.in
About MOMS:
MOMS Media Outdoor Solutions is a part of Madison World, India’s largest award-winning homegrown communications agency established in 1988, which operates several brands in OOH including Platinum Outdoor, Activation specialist – Madison TURNT, Rural specialist – Anugrah Madison and Retail Specialist – MRP. Madison World through its 11 Units served last year, as many as 500 Advertisers.
किसी भी अन्य प्रश्न के लिए कृपया संपर्क करें: पिडिलाइट हिरल जानी वसानी 9820039681 |Hiral.Vasani@pidilite.com
Pidilite
पिडिलाइट हिरल जानी वसानी 9820039681 |Hiral.Vasani@pidilite.com
9820039681 |Hiral.Vasani@pidilite.com