Fevicol

Advertisement aims at grabbing the attention of potentional and existing customers. An effective advertisement is one which has a brand recall in the minds of target customers. One of the best advertisement in the country of any product, I reminded of is of Fevicol.

The story of Fevicol began in 1959 when the Pidilite Industries decided to enter into adhesive or white glue market in the country which is primarily consumed in woodworking. The USP of brand is ease of applying it. Company decided to enter in to retail market with the product and for that, they come up with collapsible tube. Company came up with different packaging in order to cater to different segment of customers

The company has become identical to adhesives and bonding agents. The punch line of company Building bonds also talks about this. According to sources, approximately 60 percent of market share in the overall adhesives market in India is owned by the company. Major sales are driven by carpenters who use Fevicol in woodwork. For this company always tries to support carpenters in some ways like initiative of Fevicol Champion’s Club helps carpenters to increase their social contact, improve their lifestyle etc. due to such initiatives by the company , carpenters have develop a feeling of belongingness.

The origins of ideas are from day to day observations, which is presented in innovative and unique manner. Some of the famous punch lines are pakde rehna chodna nahi , aise jod lagae acche se accha na tod paaye and lagake haisha jor lagake haisha. The brand portfolio has been handled by O& M for a number of years now. O&M has employed creative strategy to make bonding a Fevicol attribute. A Fevicol advertisement overcomes all barriers of region and language as viewers can relate with them easily. For its adverts O&M won the Campaign of the Century Silver at the 2000 Abby Awards for their Fevicol adverts. Fevicol also won them a Lion at the Cannes, which is as good as the Oscars for the moviemakers. Some of its award winning TV advertisements include showcasing an egg that won't crack because the hen that laid it was eating from fevicol tube (1988) to more Indian specific ones like a creaky bus carrying an unimaginable number of passengers glued together because of a Fevicol signage ad (2001).

The brand has built strong brand equity over the years and is able to achieve so much success due to its consistent quality, efficient distribution network and CRM practices by the company.