Fevikwik recently rolled out a campaign venturing into the AI territory, to highlight its Fevikwik AI Pack powered by KwikGPT, a quirky engine that fuses random objects into unexpected innovations.

We caught up with Sandeep Tanwani, chief marketing officer, Pidilite industries, to discuss the conceptualisation of its recent AI campaign, balancing the brand’s heritage with new-age formats, and more.

Tanwani explained that the core consumer insight behind the campaign was that today’s digital-native consumers who thrive on self-expression, creativity, and interactivity. 

He said, "Fevikwik is a brand positioned on instant fixing. We were thinking of how to take this into instant ingenuity, because today’s consumers thrive on self-expression and creativity. Therefore, the brand has to be culturally resonant. It cannot just be known for instant fixes; we want it to be known for instant ingenuity. That's why we went ahead with what is currently trending in culture, which is AI." 

Rather than using AI as a gimmick, the campaign was built to add real value and drive cultural relevance.

“The goal was to make the brand playful, culturally resonant, and tech-enabled,” Tanwani shared. 

On campaign metrics, he emphasised that engagement and creative participation matter more than just reach.

He said, “We’re not here to do plain storytelling, the real test is how many people we inspire to create and showcase their own objects. That's our constant endeavour: not just to break the clutter, but also to keep engaging with the younger audience. That is what we have to do in a manner that is uniquely Pidilite, and in a manner that retains the brand codes."

Looking ahead to festive and cricket-linked campaigns, Tanwani stated, "We are always on the lookout for anything that connects us with the masses or brilliantly aligns with our brand promise and proposition. One has to be culturally resonant while being steadfast in the brand promise, that’s the balance we always strive for.”

Read the full chat with Tanwani in the September issue of Manifest. Get your copy here.

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