Pidilite

Case
Study
How to create an effective and
relevant Brand for the ages...

KULDEEP SINGH
History
Originally started with
Fevicol, now has 30+ brands
under their portfolio
Pidilite industries limited was founded in 1959
and is currently headquartered in Mumbai,
Maharashtra. It is a consumer-centric chemical
company that is committed to quality and
innovation.

For years, the company has been developing

products related to adhesives, sealants,
construction materials, industry resins, etc.

Just like its adhesives, it also has created strong

bonds with people from all walks of life. They are
market leaders in many sectors and have
successfully created many brands from scratch.
Pidilite has a diverse brand
portfolio including these brands
Among those,
we’ll be focussing on
the these 3 brands

Fevicol Dr. Fixit Fevi kwik

The synthetic white glue is loved Dr. Fixit offers comprehensive A general purpose, unique instant
for its superior quality, ease of system solutions for Waterproofing adhesive that is perfect for
application and iconic advertising. a new home or Repairing an old one. industrial and home usage
Fevicol
Asia's largest selling adhesive.

Fevicol generates $1 billion+ in revenue.

The brand Fevicol was launched as an easy-to-use
glue for carpenters
Fevicol was an industrial product, and it was
relaunched in an innovative ‘tube-pack’ to reach
end consumers.
The brand has such a strong recall, that it is
identifiable even without mentioning its name while
talking anything about 'tod-jod'
Today, Fevicol is integral to every household in
India.

PIDILITE CASE STUDY

Advertising
strategy

Fevicol, the instant adhesive brand is

known for their quirky, humorous and
smart advertising

Fevicol adopted a twin approach of

Engaging effectively with its core target

audience – the carpenters to become their
go-to brand and
Creative advertising targeted the retail
segment, which helped in making it such a
strong brand.
 Initial
approach
Initially the brand faced tough
competition by brands like movicol and
others and they responded by directly
approaching the carpenters in the 60's.

So, it started with the company

advertising heavily in print where the
brand married humour and
advertising to touch the right chord
with its consumers .

PIDILITE CASE STUDY

 Successful
Partnership
The advertisements were so successful that they managed
to make an adhesive product into an FMCG item.
Ogilvy and Mather (O&M) has been handling the Fevicol
account since the 1970s.

In 1975, the company published a black-and-white book on

carpentry design, Fevicraft, every other month and began
shipping it to various carpenters.

The strong brand value allowed the Fevicol brand to build a

foothold in the consumer segment for the artistic and craft
needs of individual customers.

This product was sold at a stationery store as an adhesive

solution for arts and crafts
PIDILITE CASE STUDY
Television
Ads
In 1997, Fevicol released its first TV ad – ‘Dum laga ke haisha’
featuring renowned filmmaker Rajkumar Hirani and that was just
the beginning.
While the initial stages of its advertising focused on the
functional aspects, it later advanced to humorous real-life
scenarios and contextual references.
From Bob Cristo wrestling with a chair made of Fevicol, to a
politician who is glued to his chair, to the hen that laid unbreakable
eggs – every piece of communication reflected the efforts of
Ogilvy & Mather and the brand’s rationale to introduce those ads
through an effective medium.

PIDILITE CASE STUDY

The Fevicol Truck Ad
The ad, released in 2002, shows a bus in Rajasthan which is overloaded with passengers. Surprisingly, no one falls off, in spite
of the large number of passengers.

Later, it is shown that there is billboard of

Fevicol at the back of the truck thus implying
that the strength of Fevicol is so strong that
even the mere mention of the name Fevicol is
enough to ensure a superior bond.

The unique feature of the ad was the fact that

not a single word regarding Fevicol or its
advantages was spoken in the entire ad but still
the message was very subtle being conveyed
across.
Fevicol Hen & Egg Ad
This ad, made in 1998, shows a worker trying to crack open an egg. He tries everything, including hitting the egg with the
hammer to break it open, but in vain.

The last shot shows a hen pecking at food which is kept

in an old Fevicol container.

This ad again did not make use of any dialogues but

was still able to very effectively communicate the
message.
Social Media
Fevicol started to build an online presence in 2016. Fevicol
has utilized promotional taglines, clever copies, and comical
captions, the brand has managed to successfully integrate
their outdoor advertising into their social media marketing.
Fevikwik
India's leading instant adhesive
brand
The brand is known for their quirky, humorous and
witty advertising.
This adhesive glue works within seconds to
repair broken items, regardless of what material
it is, metal, wood, plastic or paper.
Fevikwik is available in a variety of pack sizes
including a handy ₹5 one.
The brand has also been advertised which show
fevikwik as a perfect partner for all home DIY
and arts and crafts projects.

PIDILITE CASE STUDY

Fevikwik Fish Ad
The old commercial of fishing, where an urban man is reduced to mockery by a villager, who knows the easiest way of
catching a fish is still fresh in our minds.

In it, a man who appears to be from urban India, is sitting

patiently and waiting to catch fish. He is well dressed and
equipped with all necessary equipment to complete the task
when another man, who seems to be a meager wage earning
fisherman uses fevikwik on his stick and catches a fish in no
time leaving the other man shocked.

This ad is able to convey the message that how powerful and

strong the formula of fevikwik is and how it can stick
anything and everything that touches without even saying a
word & also being entertaining.
The magic of great advertisement!!
Fevikwik Soldiers Ad
#Todo nahi jodo
Strategically launched during the captivating match, the ad captures the daily faceoff between Indian and Pakistani soldiers at
the Wagah Border in a humorous and light-hearted manner.

In the Ad, two soldiers from the respective nations

are seen performing the ceremony, until something
unexpected happens! The Indian officer notices
that his Pakistani counterpart has a problem with
his shoe sole & it's falling apart.

The indian soldier fixes his shoe with the help of

fevikwik with lightening speed. Showing both how
good of an adhesive fevikwik is & to not let the
crowd see what happened. Further, the soldier’s
help is well acknowledged by the Pakistani security
officer.

This ad also underlines the fact that there is no

point in dividing the neighbouring nations but
binding (read: uniting) them.
Dr. Fixit
Market leader in Waterproofing
Dr. Fixit's biggest achievement was that it has been
successful in educating the common man.
This was done by sustained media coverage and
long-term investment in the brand-building exercise.
They realised that the end consumer is unaware of
the benefits of waterproofing.
So, they shifted their focus on educating the
consumer with good use of humour .
They turned a primarily business commodity into a
product education and promotion exercise for the
common consumers, while increasing their market
value in the category significantly.

PIDILITE CASE STUDY

Television
Ads
#The brand positions itself as an ‘expert’ on waterproofing with
the Hindi tagline “Waterproofing ka Doctor”.
They roped in Amitabh Bachchan, one of the most well-known
and beloved Indian actor to promote the Dr. Fixit brand. Since
2016, he has been featured in a series of TV and print
commercials as the ambassador of the products and has sought
to enlighten the viewers about its different beneficial aspects.
Mr Bachchan appears in a humorous and light-hearted often
with the help of a comedic co-performer (like the octopus-man
in one TV spot).
These media presentations are aimed towards creating
awareness about the brand through comedic situations and
characters.

PIDILITE CASE STUDY

Conclusion

What the three advertisement strategies of the same brand Pidilite industries
tell us is that :

The company relies heavily on humor and wit in its advertising strategy
The company is focused on creating advertisements with a high recall value
The company is great at identifying and segmenting their customers
The company believes in trust and long lasting relationships as is shown in its
relationship with Ogilvy & Mather
The company is focused on being relevant to its customers and is constantly
innovating and pushing the limits of advertising