Fevicol, India's leading adhesive brand, is primarily used by customers when they get furniture made, but doesn't stay top-of-mind the rest of the time. Our task was to promote the brand promise of 'unbreakable bonds' in a more relevant, fun and engaging way.

We often call our friends and family to remind them of something, but they end up forgetting it anyway. So we created 'Fevi-call', a radio innovation that makes phone call reminders 'stick'.

The caller calls our special number to leave the message, and the message gets converted into a long, continuous audio-loop. It's the classic repetition memory trick, which makes anything harder to forget. The Fevi-call then gets passed on to the recipient live on radio, by a popular radio host.

The innovation was promoted through a series of radio spots, and the Fevi-calls were played live on Big FM radio every evening, during prime time.