Mahacol, by Nikhil Adhesives Ltd., is an adhesive product that is primarily used in the construction and furniture industry. Creative Garage designed a unique advertising campaign for this product that garnered a highly positive response from the consumer end and showcased the product in a very different light from an earlier iteration. What was this campaign, and how did we do it?
Let’s get Crafty!
In the wake of global disruption caused by the pandemic and the resulting lockdown, Creative Garage set out to do something different. Instead of creating a conventional ad film, we wanted to design a campaign that felt useful, relatable, and deeply human—something that audiences could connect with while staying at home.
As an experienced ad film agency in Mumbai, Creative Garage believed that the campaign needed to balance four critical elements: being informative, innovative, relatable, and resonant. This belief led to the birth of a unique episodic video series titled “Let’s Get Crafty.”
The concept was simple yet powerful—showcase the product’s full potential while creating content that genuinely added value to viewers’ lives. The solution? A series of DIY, do-it-yourself tutorial videos where the product became the hero, not through selling, but through doing. This approach helped us transform a typical advertising requirement into an engaging ad film production that felt more like a show than a promotion.
How did we do it?
Turning an abstract idea into a tangible, high-impact campaign was no easy task. Creative Garage collaborated with expert furniture designers to conceptualize furniture pieces that were:
- Easy for a layperson to build
- Highly functional during lockdown and work-from-home scenarios
- Dependent on the advertised product as a key construction element
As seasoned ad film makers, we meticulously selected designs that balanced simplicity with practicality. Every step of the furniture-building process was carefully documented to ensure clarity and authenticity.
Once the designs were finalized, our team scripted the series in an episodic format inspired by familiar and comforting home-improvement shows. From cinematography and hosting style to pacing and visual flow, the entire production was crafted to feel like a television series rather than a typical brand film.
What was the impact?
The response to Let’s Get Crafty exceeded expectations.
Each episode performed better than the last, steadily growing viewership and engagement. Audiences appreciated the fresh perspective—learning, building, and being inspired, all while organically understanding the product’s value.
The campaign’s timing proved impeccable. With people spending more time at home, the series encouraged viewers not just to watch, but to participate—building furniture themselves and sharing the experience. This turned passive viewers into active brand participants.
Mahacol, a flagship adhesive brand by Nikhil Adhesives Ltd., rode this uniquely crafted storytelling vehicle with pride. The campaign demonstrated that with enough creativity, clarity, and execution, even challenging circumstances can produce outstanding results.
As one of the leading ad film makers in India, Creative Garage showcased how advertising can go beyond selling—becoming meaningful, memorable, and impactful.
