To show that Polyfix Instant Glue is a powerful adhesive.

The idea is to show the quick adhesive reaction of Polyfix Instant Glue, with the use of antonyms. In the Hindi language, a word with a negative meaning can be changed into its antonym with a positive meaning, by a simple modification of the letters within. We have used antonyms which are related to breakage and leakage, that can be easily fixed with the help of a glue.

In the campaign, a tube of Polyfix Instant Glue is added as a device to one letter of the negative word, turning it into a new letter. The change in the letter makes it a complete new word, which is completely opposite of the previous word and positive.

For instance, 'tod'*, which means break, changes into 'jod'*, which means join after using the device of the Polyfix Instant Glue tube.

'Chura' *, which means shattered, changes into 'pura'*, which means complete after using the device of the Polyfix Instant Glue tube.

'Leek'*, which means leak, changes into 'theek'*, which means repaired after using the device of the Polyfix Instant Glue tube.

Please refer to the supporting image for the translation.

This highlights quick and easy fix using

*(this is how the Hindi word sounds in English)

This campaign helped brand visibility, generating more enquiries about the product.