What is Guerrilla Marketing?

  Guerrilla marketing is a type of marketing strategy where companies utilise unusual, cost-effective, and innovative techniques to make an impression on their target market.

     Guerrilla marketing is a term that was first used in 1984 by Jay Conrad Levinson to describe the use of low-cost, non-traditional methods to increase awareness of a brand’s goods and services. Brands engage with customers face-to-face or online by introducing a strikingly non-traditional element that has an effect on them. The theory is that brands can use their “guerrillas” when conventional marketing tactics are ineffective.

   Fevicol has been India’s most trusted adhesive brand for over 60 years, and it has dominated the advertising arena since the late 1990s, when its first televised advertisement hit the market.

One of the rare brands that has mastered the art of “moment marketing,” or the ability to improvise on advertising campaigns based on ongoing events that are of significant national and even global significance, is Fevicol. Their most recent advertisement demonstrates their dominance in instant marketing.

   An ad that captured the audience’s attention had Sitaram breaking eggs with ease, but he was unable to do it with one particular egg even after using a hammer. Later it was revealed that the hen who laid the egg was consuming Fevicol from a box.

    Fevicol associates it’s advertisement with a funny message, so people associate with their brand.

So, how are you planning to implement Guerrilla Marketing?