While quarantine life is the new normal for most of us in India and across the globe, brands are in the process of skewing their marketing campaigns to the ever-changing consumer behaviour on digital. Araldite launched the campaign #BondsThatLastForever. The campaign revolves around the fact that objects are more than mere hoardings and actually mean something to each one of us through the cherished moments and memories that connect with it; hence repair it because it is #BondsThatLastForever.
As part of the campaign, Araldite aimed at leveraging the lockdown while ensuring safety against Covid-19. The biggest challenge we faced as a society was to stay home and be occupied with the constant itch of wanting to step out while it was against the safety norms to do so. Taking from this very sharp insight, Araldite collaborated with influencers and engaged the audience in a DIY engagement activity that aimed at encouraging the audience to make something special for a loved one or even repair something priceless that made its way to the storeroom.
Posts by influencers:
Kunal Khemu
Ranveer Brar
Mini Mathur
The celebrities specialising in different affinities participated in this contest to boost awareness and fixed something very personal to them while speaking about how Araldite is the go-to toolkit essential for them, especially in this lockdown phase.
The current scenario is the only time when the audience realised that a crack or breakage doesn’t call for an immediate spree of e-commerce shopping but requires to be fixed. What better solution to reach out to this already sensitised audience than activation with influencer collaboration for vast audience engagement.
Shenoy Muralidhara, Commercial and Country Director, Huntsman Advanced Materials, said, "We want to bring family and friends together by creating memories in households that are treasured forever. Araldite believes bonds between family and friends become stronger when the artefacts inside homes are looked after. Though this is a difficult period, it’s the perfect time for family members to come together to fix things that are dear to them. We’re glad that Kunal, Mini and Ranveer partnered with us to show audiences how easy it is to fix anything forever with Araldite. This will increase conversations about this activation and drive participation leading back to our core thought — ‘Repair is better than replace.”
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