I was approached by a local adhesive brand—the kind of wood glue carpenters use to bond furniture. They are an underdog, virtually unknown compared to the market leader (the famous "F" brand) that dominates rural India despite its high price.
In these villages, the competitor's logo is on every wall, but the people often struggle with literacy or are simply "ad-blind" to static posters. To break through, I suggested a more visceral approach: Magic.
Instead of buying wall space, I suggest to put a magician on a small flatbed truck—his moving stage. In rural areas, magic isn't just entertainment; it’s an event that draws a massive, curious crowd.
The magician performs the legendary "Sawing a Person in Half" trick, a classic made famous by P.C. Sorcar.
The person is "cut" into two separate pieces.
Instead of just a magic wand, the magician taps his wand against a container of our local adhesive.
The magician "applies" the magic of the adhesive over the person, and instantly, they are joined back together, whole and unharmed.
Demonstration over Decoration: In a place where people might not read a slogan, they can see the power of "joining" through the magic.
Auditory Branding: Hearing the brand name from the mouth of a charismatic magician creates a much stronger memory than a cold advertisement.
By associating the brand with wonder and local festivities, the unknown name becomes a household topic of conversation.
Do you think 'This Works'?
