Cristiano Ronaldo, The Coke and Fevicol

It all began with the hype created by media about the two bottles of coke moved off from the podium by the football icon #ChristianoRonaldo (CR7) during a pre-game press conference in relation to #EuropeanChampionship. It is said that the incident wiped billions off on coke market cap. For high value brands it takes only seconds to go high up and come down. Media published that in about 4 seconds, $4billion was shaved off of Coke market value. Several media reports express that Coke actually traded higher after the press event began and later it went down followed by Ronaldo’s gestures and when he told "#Agua” to the attendees. But prior to that the stock had already slipped to $54.25 from $55.74 as per stock charts.

This is an eye-catching story about impact of gestures and expressions components by powerful characters on high-profile brand endorsement campaigns. Celebrities have immense power to influence public opinion. However, these effects will not remain for long-term, its only momentary. But there’s another hook to it. As this story catches attention of lot of youngsters, a good percentage of them will believe that fizzy drinks are no more a secret for a sports hero, inspired by Ronaldo. This is not going to affect in anyway the beverage giant.

What I found much interesting is that, following all these, the adhesive brand #Fevicol came up with a new ad campaign that caught the attention of public when it was related with the talk of the town. They turned Ronaldo’s #CocaCola controversy in to a creative ad. The creative accompanied by the text -“Na bottle hategi, na valuation ghategi” which means neither the bottles will move nor will the valuation drop made people LOL. A highlight to the strength of the adhesive.

#ronaldocokefevicoladcampaign #euro2020

Fevicol is a company well known for impressing audiences with best of best ad campaigns since years. They create thought provoking ads.

Fevicol’s ad campaigns are always touching like-wise the powerful and empathetic social media campaign they released last month penned and voiced by #PiyushPandey himself, the Chairman of Global Creative at #Ogilvy. The ad line goes like this “I will take a blow, I will shed a tear, but one mistake, I will never let my spirit break”. The intention was to remind people to stay strong, to hold on, and to not let their spirits break. An ad that is released considering the situation when the world is hit once again by the second wave of Covid19. Situation related and empathetic ad campaigns leave good impressions in the minds of customers.

Followed by Fevicol, #Amul also came up with the campaign "Not Bottling One's feelings". Both these well known brands felt the viral ripples and utilized the opportunity to create viral campaigns.

One who steals the opportunity becomes the winner. Creativity is not just about posts, colors, themes, copy and media, it's about how well you connect with the target audience. Be it a big brand or an upcoming one, your brand gets noticed when it is run by relating the concept with the common man in a way they can understand and the releasing time is very significant element. You make it, that all.