Pidilite industries and adhesive and bonding agents have become equivalent to each other in recent years. Balwant Parekh, the FEVICOL Man, first launched Fevicol in the Indian market in 1959 as an easy to use replacement for other glues and fat-based adhesives which required boiling prior to the application.
Just a few brands enjoy the status of being familiar with the product category they represent. Fevicol has been that sort of brand since the emerging days of Pidilite industries. The company handsomely owns the tag line Building Bonds and has stood on that ever since the emergence of the brand. Pidilite Industries started with a single product Fevicol and now has more than seventy-five plus products with them. To name a few there are Fevistik, Fevikiwik, Fevicol marine.Products are available in different sizes like 10kg, 5kg, 1/2kg, 250gm, 1kg , 30kg and 50kg.
It requires a considerable amount of hard work and smart work to earn a name and Pidilite has done just that portraying the names in an impressive and friendly manner in all forms of the media and they have also maintained their primary customers with them giving them various discount offers and incentives. Now Fevicol has expanded its base in more than seventy countries in less than seventy years. Fevicol for their evergrowing popularity worldwide won the lion of the Cannes award which is as big as an oscar for the moviemakers.
The Indian market in the initial days of the launch of the Pidilite industries had a highly disputed market in the furniture sector with more than eighty percent of sales being dominated by the unorganized sector out of which around three fourth production was in the wood. Carpenters played a decisive role in which adhesive is to be used for the production of the required furniture. Pidilite industries focused on the product quality and organized various campaigns to help carpenters realize the importance of good quality adhesives as they can save extra by using better quality adhesives. The primary focus of Pidilite was to set up the word of mouth publicity for their brand by providing good quality because if any of the friends suggest us to buy a product we ought to buy the same.
Apart from product quality of the Fevicol, the Fevicol man focused on maintaining close relations with the target audience that were carpenters. The other brands such as Movicol (an international brand) were more focused on pleasing the middlemen, whereas the Pidilite decided that they would get rid of the middlemen such as the retailers in the timber stores and approached the carpenters directly which helped in massive incline in their sales and declined the sales of other brands. If the carpenters required any favor, Pidilite industries were the sole supporter which helped them to build trust among them.
Thevicol champions club was another interesting step taken by the Pidilite to gain trust in their customers. They organized various free dental checkups, celebrations of festivals such as Diwali and blood donations camps. It helped the carpenters to build and improve their social networks. The tagline of the brand Building bonds was projected for other customers showcasing how they are practically helping to build bonds.
Sarcasmic and intelligent humor in advertising and marketing campaigns have helped the brand to be alive in this not so interesting category. An advertisement stated that fevicol aise jod lagaye ache se acha naa tod paaye which implies Fevicol binds so good no one can break it. In India, Fevicol has advertised in such a manner that we don’t get irritated by these ads. The fatigue factor of the advertisements doesn’t seem to work in Fevicol Ads. For instance, an auto-rickshaw in Delhi is advertising Fevicol as well Ghus mat Pagle Chipak Jaayega has been portrayed at the back of an auto to showcase the effectiveness of Fevicol.
Fevicol has also marked its presence in the Bollywood movie Dabangg 2 that had a song Chipkale saiyaan fevicol se which starred Salman Khan and Kareena Kapoor Khan. In 2014 the Prime Minister of India Mr. Narendra Modi mentioned Fevicol while stating the relationship between India and Japan Ye fevicol se bhi mazboot jod hai tutega nahi and again in march 2019 he said while holding a rally before the lok sabha elections in 2019 Corruption is the fevicol which binds the opposition in mahagathbandhan. The newspapers like the economic times which take special care not to mention the brands name in their stories were forced to mention Fevicol two times in just sixteen words when the Prime minister mentioned Fevicol while showing the relations between the two countries. Modi’s mention was a dream come true for the brand and the popularity in India as well as many other countries rose many times with that mention. The media was full of mentions of Fevicol that morning. It is much bigger than the Cannes grand prix award exclaimed Piyush Pandey at Obligivy.
Re-inventing the taglines is the name of the game and it seems that Pidilite has invented that game. Pidilite has made their taglines in such a manner that we ought to use them in many situations. Consider the saying cricket hii toh hai desh ka fevicol. Be it the Zor lagake haisha ads or the pakde rehna ads the fevicol has displayed emotions in such a manner that it has been familiar for us always.
The Fevicol man being a lawyer started his journey in 1959 with Pidilite industries and gave us a legacy of a product FEVICOL. From a peon to $1.6 Billion net worth he gave us lessons on how to find a problem in the market and fill that gap to achieve new milestones. He passed away in 2013 with a product giving a strong message to build bonds that will last a lifetime.
I would like to sign out by saying that maintain your relationships and help each other to achieve new heights PAKDE REHNA CHODHNA NAHI HAI.