Pidilite and Momspresso.com together have created and launched a platform called Fevicreate as a part of their initiative #IndiaCraftingMemories.
It encourages creativity and makes learning fun through Arts and Crafts, and DIY activities. The 21-day campaign from Momspresso and the makers of Fevicol is aimed at encouraging families to engage in various fun crafting activities and create happy memories in the process, rather than let children get bored sitting at home.
Medianews4u spoke to Shantanu Bhanja, CEO – Consumer Products, Pidilite Industries Ltd about the campaign.
Insights and research
This campaign is in line with the ethos of Fevicreate, a platform that encourages creativity and makes learning fun through art and craft, and DIY activities.
This specific initiative ‘India Crafting Memories’ is basis the new consumer needs that have arisen amidst the current situation, where families are locked in for long time, and parents are trying to find ways to engage their children and keep up a positive attitude at home and remember all this time spent with each other positively! With the launch of this initiative, we aim to help parents keep their children engaged, creative and productive while crafting some beautiful memories together
Association with Mompresso
Momspresso is a leading community of Mothers. Not only as consumers but also as influencers of other moms. Further, they have been a great creative partner to co-partner with us to design and execute this campaign holistically. The association with celebrity influencers has also helped us in giving a strong voice to the idea of creating and sharing memories with family and drive awareness around the initiative, across India
Target Group
We are looking at families with children as our TG.
Digital strategy
This is more of a challenge to take on a difficult situation and make it positive for all of us and our children. It is also a challenge to take this opportunity to start a good family habit
Objective of the campaign
The objective of the campaign is to encourage more and more families to spend quality time with their children in ways that are meaningful, creative, and hence memorable, and hence start a new habit of parents engaging in creative activities and crafting with their families on a regular basis.
Engagement with Schools
Fevicreate has always been the front runner in helping schools and teachers with content to make their classes more fun and interesting through art and craft, so that children learn more and better.
In these times too, we have reached out to school principals and teachers with specific, easy-to-do projects with regular materials like waste newspaper etc., that are lying around at home and that can be shared with parents for a fun, creative family time.
There has been overwhelming response to this, and schools have sent out emailers to parents with some of these. We have also extended support to all Fevicreate schools to help them create specific curriculums if needed that can be shared with their students. All that a school needs to do is go to www.Fevicreate.com and drop us a query which is then being addressed by a Fevicreate expert.
