Mumbai: Fevicol, a brand known for its quirky advertising, has launched a new radio innovation that turns simple phone calls into reminders that ‘stick’. Through a partnership with Big 92.7 FM, they have set up a phone number which lets anyone use this unique service.
We often call our loved ones to remind them of something, and then call again to check if they remembered. Fevi-call seeks to change that in a fun way, in the spirit of the brand. Listeners can call in to leave their loved ones a message. Later in the evening, RJ Abhilash Thapliyal, will turn it into a ‘Fevi-call’, wherein he will call the recipient live on air, and play the message on a long, continuous loop. Even a simple message like “doodh leke aana, bhoolna mat” is impossible to forget when it is drilled into one’s memory over and over again.
Conceptualised by Ogilvy, the radio innovation rolls out on January 9, 2020, through a series of radio spots.
Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman – India, Ogilvy: “Repetition is an age-old memory trick we’ve all used in school while growing up. Through Fevi-call, we wanted to apply it to simple everyday reminders and make them stick in people’s minds. So, we turned an old medium like Radio into a fun platform that anyone can use to reach their loved ones in a more effective way.”
Client: Pidilite Industries Limited
Agency: Ogilvy, Mumbai