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The spot, which goes on in a typical radio announcer’s voice, does not mention the brand at all, yet manages to communicate about the brand.
Thus we can say though tongue in cheek, the ad has managed to make the communication brilliantly iconic
Targeting Consumers
The target consumer of Fevicol is the carpenter ‘who has basic education and speaks only his mother tongue’...
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However, the spokesperson is quick to point out that Fevicol's communication has a more broad-based appeal, which has helped increase salience in a low-involvement category. Customer feedbacks indicate that Fevicol advertising brings a smile to the face of the individual; be the individual a carpenter, or the end-user...
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