Alappuzha: Adding much to the exhilaration of the captivating Nehru Trophy boat race, spectators could sit comfortably on ‘The Best Seat’ atop coconut trees, thanks to Araldite which made the extraordinary viewing experience possible that left many flabbergasted.
The leading adhesive maker Araldite provided the opportunity to witness and enjoy the boat race while sitting on a chair that tactfully fixed to the coconut trees on the river banks ensuring all the safety measures. Sitting on the elevated perch, audience could view the action along the entire 1.7 km water track of the race.
The Nehru Trophy Boat Race, an emblem of prestige and popularity in Kerala, draws a global audience of enthusiasts. Securing a seat for this much-coveted event is an annual challenge that tests one’s dedication.
Commenting on the initiative, Punit Mehra, President of Araldite at Pidilite, said: “Araldite is known for its versatile bonding and at the heart of everything we do is the consumer! At this renowned event, we were equally committed to maintaining our core essence. Thus, the idea of delivering an exceptional viewing experience was born, one that would leave a lasting impact. The ripple effect of this outdoor concept and our collaborative efforts with contractors will further fortify the brand’s foothold in Kerala.”
Araldite, Pidilite’s high-performance adhesive brand catering to marble, stone fixing, and diverse applications, continues to redefine communication boundaries. Preceding this endeavor, Araldite boldly elevated the ‘Jode kuch bhi’ campaign in the outdoor realm. A road roller was mounted on a billboard amidst the bustling roads of Mumbai and Delhi, paying homage to the iconic London billboard featuring two cars suspended, bore testimony to Araldite’s creative prowess.