KOCHI: Araldite took center stage with an ingenious marketing spectacle during Nehru Trophy Boat Race season in Kerala, capturing the public’s gaze like never before. Elevating the experience, they perched spectators atop majestic coconut trees on specially fitted chairs, creating an exclusive vantage point that redefined event viewing. The strategic placement offered an unmatched view of the entire 1.7 km water track, transforming the audience’s perspective into an extraordinary journey. Araldite’s out of the box move turned heads and sparked conversations, setting a new standard for captivating advertising strategies that resonate with the masses.
The Nehru Trophy Boat Race, an emblem of prestige and popularity in Kerala, draws a global audience of enthusiasts. Securing a seat for this much-coveted event is an annual challenge that tests one’s dedication.
Punit Mehra, President of Araldite at Pidilite, shared, ‘Araldite is known for its versatile bonding and at the heart of everything we do is the consumer! At this renowned event, we were equally committed to maintaining our core essence. Thus, the idea of delivering an exceptional viewing experience was born, one that would leave a lasting impact. The ripple effect of this outdoor concept and our collaborative efforts with contractors will further fortify the brand’s foothold in Kerala.’
Araldite, Pidilite’s high-performance adhesive brand catering to marble, stone fixing, and diverse applications, continues to redefine communication boundaries. Preceding this endeavor, Araldite boldly elevated the ‘Jode kuch bhi’ campaign in the outdoor realm. A road roller was mounted on a billboard amidst the bustling roads of Mumbai and Delhi, paying homage to the iconic London billboard featuring two cars suspended, bore testimony to Araldite’s creative prowess.
