How Disney+ Hotstar helped Fevicol celebrate an impactful diamond jubilee

Fevicol created maximum impact with a short yet massive burst of awareness on their 60th anniversary in India with the first ever 90-second mid roll ad on Disney+ Hotstar. 

Few brands in India have managed to create an impact and build a legacy like Fevicol. The adhesive brand has been a household name for decades and is synonymous with quirky communication. Fevicol recently completed 60 years of operations and to mark its diamond jubilee, released a campaign in its signature style – with a touch of humour and emotions. Clocking at 90 seconds, the film is the longest one ever by Fevicol and captures the brand’s journey with its consumers using a sofa as a metaphor.

Sticking firm with the audience

The brand’s objective to mark the occasion was to create maximum impact with its audience in a short yet massive communication burst. Partnering with a platform like Disney+ Hotstar helped Fevicol achieve the desired engagement on the digital medium.

A campaign of firsts

Besides a billboard roadblock for a day that ensured maximum eyeballs, the brand engaged with the audience in a series of measures on Disney+ Hotstar. Most of these initiatives were a first for both, the platform and Fevicol. A mid-roll deployment of the 90-second film was done for over four weeks while Disney+ Hotstar hosted the content for organic viewing.

Glued to success

Through the billboard roadblock, Fevicol reached 25 million eyeballs on a single day. A view-through rate of 85% was achieved with the mid-roll deployment of the Fevicol film, a rate that is extremely high for a long format creative. The content hosting on Disney+ Hotstar also more than served its purpose reaching two million views.

The brand and platform recall rose by 58% and 72%, respectively. According to Nepa Consumer Science Study, this was the second-highest contribution to brand recall and lift in key brand attributes among online video platforms.