Jugalbandi That Clicked: How Fevicol Nailed Influencer Marketing

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Introduction

What makes a campaign truly unforgettable? Is it the creative concept, the flawless execution, or the way it engages with the audience? More often than not, it’s the perfect balance of all three. That’s exactly what Fevicol achieved with its recent campaign—Jugalbandi.  In collaboration with ARM Worldwide, Fevicol took a fresh approach to spotlight its long-standing message of strong, unbreakable bonds. While the television ad told one part of the story, we wanted to make that message echo louder across digital platforms. That’s where the power of influencer marketing came into play.

Challenges

Even with an iconic brand like Fevicol, the campaign wasn’t without its initial roadblocks. Here’s what we were up against:
  • Shining through the wave of massive influencer campaigns
  • Making the idea natural and relatable across various types of audiences 
  • Balancing quirky storytelling while staying true to Fevicol’s well-established brand voice

Objectives

To address these challenges, our campaign was steered by four clear goals:
  1. Widen the reach of Fevicol's ‘Jugalbandi’ television ad through digital amplification
  2. Use influencer storytelling to creatively interpret binomial pairs across different interest areas
  3. Encourage conversations around strong, inseparable bonds—making Fevicol’s brand message feel more human and relatable
  4. Drive organic engagement through content that invites participation

Strategy

Fevicol has always stood for unbreakable bonds—and that became our starting point. We wanted to translate this core message into something fresh, engaging, and instantly relatable for digital audiences. That’s how the idea of binomial pairs was born. Just like Fevicol brings things together that don’t come apart, binomial pairs are duos that naturally belong together. From there, the campaign took shape around four key pillars:
  • Thematic storytelling: Influencers were encouraged to turn familiar binomial pairs into fun, visual stories. The aim was to draw parallels between these pairs and Fevicol’s adhesive strength
  • Relevant Influencer Collaborations: We onboarded creators across genres, each selected for how well they aligned with the binomial pairs concept 
  • Platform optimization: We focused on Instagram Reels to maximize visibility and engagement, leveraging its dynamic format to connect with our audience effectively
  • Interactive hooks: We invited the audience to join the conversation by sharing their favourite pairs, keeping the content participative and organic

Implementation

Once the idea was locked in, it was time to bring the campaign to life. Every step—from choosing the right voices to shaping the story—was done with one goal in mind: making Fevicol’s message of strong, unbreakable bonds resonate in the most relatable way possible.

  • Influencer Selection and Niche-Driven Customization

We began by identifying a mix of influencers who could bring the binomial pairs concept to life in a way that felt fun, fresh, and relevant to their unique audiences. To ensure maximum reach and relatability, we curated a balanced mix of mega and micro-influencers, with follower counts ranging from 60K to 800K+. Each of the 9 finalized creators brought their own spin while staying rooted in the campaign’s central theme — helping us tap into both wide and deeply engaged communities across diverse interests and regions. Here’s how the mix looked:
  • Couple influencers added charm with real-life jugalbandis that felt authentic and heartwarming.
  • Comedians kept things light and shareable, using humour to bring popular duos to life.

  • Scripting and Creative Alignment

Once onboarded, we worked closely with each influencer to shape the content. From scripting ideas to brainstorming formats, everything was built around their natural style while aligning with Fevicol’s brand voice. We gave creators room to experiment, as long as the content tied back to Fevicol’s core idea—bonds that don’t break, showcasing them with binomial pairs. Feedback loops between our team, the influencers, and the brand helped fine-tune every piece of content to ensure maximum impact.

  • Timeline and Rollout Planning

To ensure the campaign stayed cohesive, we laid out a detailed posting timeline. We developed a structured rollout plan, setting clear milestones for scripting, shooting, approvals, and taking the content live-sharing them in phases to maintain momentum, and timed uploads during peak audience hours. The buzz was further amplified with interactive Stories, shares, and cross-platform posting.

  • Content Hygiene and Optimisation 

Before going live, each post went through a thorough hygiene check—optimised for format, thumbnails, hashtags, captions, trending audio, and CTA placements. The idea was to ensure every reel not only told a compelling story but also looked good, felt native to the platform, and followed best practices. 

  • Monitoring and Engagement 

Once the content went live, the team closely monitored performance and audience sentiment, tracking responses, comments, and shares for real-time insights. To further boost engagement, we included a "link in bio" to the TVC, driving additional interaction through UGC and brand connections.

Results

The idea clicked—and the response proved it. From reach to relatability, the campaign delivered on every front.
  • Over 3.5 million reach
  • 6M+ views, 
  • and 450K+ engagement

Conclusion

Fevicol’s Jugalbandi campaign is a testament to how a simple idea—when executed with the right mix of creativity, relevance, and digital strategy can spark meaningful conversations. Through smart collaborations and fresh storytelling, we turned a brand message into a moment the internet couldn’t scroll past.

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