Bond with Pidilite: Round 1 Submission

Chosen Case Study (1 or 1

2) :
1. Who are your audience and what are their problems
(words)

Audience :- Building Contractors, Raj Mistries, Civil Enginners

Problems :- Lack of Awareness among the common public with regards to the product

2. Digging deep into the problem – How big and how important is it ? (Words)

The problem with the lack of awareness will make the general public to suggest a competitor product
of Pidilite LW+ which is stated to have features better than Pidilite LW+ but is not a recommended
product due to its short shelf life thus hampering the business of the contractors as well in terms of
constructing houses and buildings.

3. Consumer Insights
(Words)
Contractors feel that the general public lacks the trust when it comes to adhesive products due to
lack of awareness with its features and the necessities that adhesives are needed for stronger bonding
of the building. Competitors of Pidilite LW+ include the Cement Manufacturing Industry that creates
a cement with inbuilt adhesives thus making Pidilite LW+ product a redundant adhesive to the cement
mixture.

4. What is the Communication Challenge ?

(Words)

The Communication challenge would be the segregation within the general public where the
Advertising strategy of Pidilite is very engaging to the urban and select few of the semi urban sector.
The rural sectors are not able to understand the necessity of Pidilite LW+ while they do aspire to
build homes on the basis of brick and cement.
 Bond with Pidilite: Round 1 Submission

Chosen Case Study (1 or 1

2) :
5. Problem Solution/Proposition (Words/Graphs/Images)
• To highlight the features of our product and its necessities to the general public.
• To add on certain features in order to compete with inbuilt cement adhesives types such as High
elastic film formation that accomdates thermal movements, withstand upto 10m hydrostatic pressure
without any leakages, can be applied to heavy damp areas, UV resistant which improvises the
efficiency of Pidilite LW+ and would increase the sales of Pididlite LW+.
• To create awareness through various campaign programs and keep maximum engagement with the
general public.
• To tap onto new sectors such as Gaming sector in terms of collaborating with games like Dream11,
Ludo, Candy Crush which is interconnected to a huge population in India and hence can be made
aware about the necessities of the product and thus increasing the sales of Pidilite LW+

6. Campaign Idea! (Words/Graphs/Images)

• Marketing Campaigns that deliver content which can be understood by all sectors of people and is not
specified to certain demographics.
• Advertisements to take over a major share of the marketing campaigns where pan india actors who
are experienced in the field of comedy. These include major actors like Mohanlal, Yogi Babu,
Brahmanandam, Paresh Rawal, Sanjay Mishra and many more who are popular to a select region.
This would bring in a new flavour of advertising and breaks the convention of superstars like
Amitabh Bachchan alone promoting with his content being dubbed for all languages.
• To collaborate with digital marketing where various Instagram, Twitter and Youtube influencers
promote the product in an unconventional way thus garnering a huge audience. These influencers
should be from various demographics in order to make the engagement efficiency at the highest.
• To conduct Bootcamps in public places to create awareness about the features of the product and why
it is necessary to be used with the cement as an adhesives