Roping in an adhesive brand's fans with a sticky Reels Remix campaign

The iconic truck commercial, the egg commercial, and of course the tug-of-war commercial with Rajkumar Hirani immediately rings the bell when one thinks of Fevicol. These films are legendary in their ways and certainly make people smile, even now.

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With Instagram releasing a new feature every other day, we decided to revive one of Fevicol's most famous commercials, the tug-of-war ad, but with a lot of twists and one of the top features of Instagram - Reel Remix.

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Thus to play with the feature we launched the stickiest campaign ever and asked people to try and pull the Fevicol pack. We collaborated with Saurabh Ghadge to kickstart the sticky reels campaign, and while he tried a lot to pull it - he couldn’t.

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Soon after the campaign was launched, incredible responses were received, and tug-of-war was being played by participants worldwide. The craziness got levelled up when people used their bikes, cars and whatnot to make their version of the Tug of War.

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Our Fevicol container became India’s biggest entertainer as it attracted over 30,923,587 engagements and reached 18,294,482 people!

Apart from the huge engagement rate, it also got covered by multiple media platforms including social samosa, which even made a case study titled ‘How Fevicol used Instagram reel remix feature to engage users.

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The sticky reels campaign did stick to everyone’s Instagram and unquestionably made Fevicol win over the war of viral campaigns on Instagram.