Fevicol Shoe-Fix puts practicality on the marathon route

Fevicol Shoe-Fix rolled out an outdoor campaign along a marathon running route, using location and timing to directly address a common issue faced by runners — footwear wear and tear during long-distance runs. 

Unlike conventional marathon advertising that focuses on motivation or performance, this campaign centres on a practical problem. The billboard carries the line “So far, shoe good?”, a play on words designed to catch runners’ attention while they are actively running and placing continuous stress on their shoes. 

The placement of the OOH along the route ensures that the message is encountered at a moment when runners are physically engaged and more likely to relate to the concern being highlighted. The creative visually mirrors the running environment, with road-like textures and minimal elements, keeping the focus on the message and the product. 

The campaign concludes with the line “If not… try Fevicol Shoe-Fix”, positioning the product as a solution for unexpected shoe damage such as a loose or broken sole. The product pack is prominently displayed to aid recall without overwhelming the main visual.