Description
When Fevicol acquired naming rights to Marol Naka Metro Station, the challenge wasn’t visibility but attention. How do we get busy Mumbaikars to pause and register the name change where missing a train felt like the end of the world. Where other naming sponsors would cover their station’s walls with generic company ads, which get reduced to wallpaper over time, Fevicol turned everyday commuter experiences into punchlines. We chose our iconic lovable haathis (rendered in a cute modern style) to deliver hyper-contextual humour woven into every part of the metro station commute. And the jod of addressing public etiquette with our trademark wit was unmissable. Cheeky copy peeked out on escalators, Pakde rehna, chhodna nahi. Platform seats warned, Fevicol laga ke mat chipko. Each line played up our core: unbeatable stickiness. In this way, the Haathis of Fevicol turned a station branding exercise into an experience-proving that in a city rushing past advertising, relevance makes people stop
