A star-product that created history in the last 50 years - Fevicol
Yesterday’s Dum laga ke….. has turned into today’s Haisha…!
Since its inception in 1959, Pidilite Industries Limited has been a pioneer and market leader in the field of adhesives and sealants. Its R&D department is constantly in search of new ideas and products. Earlier a glue called Saresh, made from the extract of animal bones, was being used to bond furniture. Available as hard rocks, it had to be boiled before use. Using Saresh was an unpleasant experience for furniture makers and end-users as it had a strong odour and was cumbersome to use.
When Fevicol entered the market in 1959, it was welcomed by all. However, it was still a task for the marketing team to educate users about the benefits of the product. The aftermath is the saga of how a small idea for furniture glue turned into a strong bond of innovation in the Indian furniture industry. The past 50 glorious years shows the process of Fevicol becoming generic and metaphorical for a strong bond.
Being the market leader in adhesives category, Fevicol’s advertising communication has been clutter breaking over the past decade. Every year, there has been an effort to present the brand proposition – Bonding – in as unique and creative a manner as possible. From the quintessential ‘Fevicol ka mazboot jod hai, tootega nahin’ to the more evolved message of ‘the ultimate adhesive’, the communication has been intended for direct users, carpenters and the masses, creating a brand recall in spite of being an industrial product. Each advertisement reflects market placement creating loyalty, customer pull, leadership and achievements. Little wonder then that Fevicol was ranked No. 1 as the ‘most trusted brand’ in the Household Product category by the Economic Times Brand Equity survey.
Closeness to the Market
As a leader brand, Fevicol has lot of interesting tie-ups with the industry by way of sponsorships, training programmes, product demonstrations, etc. The brand has initiated a special award for the best students in the field of Architecture and Interior Designing, called the Pidilite Award For Excellence (PAFE).
With a view to come close to the Architectural and Interior Designing fraternities, Fevicol has also initiated a seminar called Pidilite Knowledge Series (PKS), which is a creative platform for professionals from varied fields to exchange ideas and experiences. It is highly appreciated and supported by leading fraternity bodies, such as the Institute of Indian Interior Designers (IIID).
There are a lot of promotions and schemes designed for carpenters as well. The Fevicol Champion Club (FCC) is a forum for carpenters, who are loyal to the brand, to come together and share ideas. Nearly 300 such clubs have been formed across the country with more than 50,000 members. Training programmes, business meets, design books and free product newsletters are some of the promotions being designed for member carpenters.
Fevicol has conformed to global quality standards and is accepted in developing and developed countries all over the world. Fevicol SH is not only a leading white glue in India, but also the most successful brand in this segment in the world. Fevicol is now spreading its wings in international markets and is present in 54 countries around the world.
“Bonding is the core of all Fevicol activities.”