Fevicol, Bridgestone, and Kotak 811 go beyond generic festival posts
This Makar Sankranti, Schbang created campaigns for three brands that actually added something to the conversation instead of just adding to the noise. Here’s what made each one work.
Fevicol: Sticking Together, Not Cutting Apart
Fevicol turned Instagram into an interactive kite-flying experience. Users placed their thumbs on two circles to hold a virtual chakri, and as their kite soared across the screen, it stuck to other kites instead of cutting them down.
In a festival famous for katti patang, Fevicol flipped the narrative. The campaign reinforced “Fevicol Ka Jod, Mazboot Jod” while tapping into childhood nostalgia – proving that sometimes the strongest bonds are the ones that bring us together rather than tear us apart.
Bridgestone: One Journey Across Four Festivals
Instead of separate posts for each region, Bridgestone unified Pongal, Lohri, Magh Bihu, and Makar Sankranti under one campaign. Each festival celebrates harvest and new beginnings differently, but the thread connecting them—progress and the road ahead—made perfect sense for a tier brand.
By honouring regional cultures and maintaining a unified brand voice across India, Bridgestone positioned itself as the one tyre brand connecting every region and every journey.
Kotak811: When Banking Takes Flight
Kotak811’s Makar Sankranti wish came with a clever parallel: flying a kite requires the same balance and smoothness that good banking should offer. The connection between a perfectly balanced kite and seamless digital banking felt natural, not forced. It was festive enough to fit the occasion and witty enough to stand out—proof that financial brands can be relevant during celebrations without overdoing it.
What Made These Work
Each campaign found a genuine connection between brand and culture. Fevicol demonstrated bonding through interactivity, Bridgestone unified regional diversity, and Kotak811 made banking relatable without forcing it. That’s topical content that works, not just exists.
