Fevicol – The Ultimate Adhesive

Brand Evolution

Fevicol was launched in the market 60 years ago, in 1959 by Pidilite Industries Ltd. Pidilite is the numero-
uno market leader in the adhesives category with a 70% market share and its business branching out in
various categories like Construction Chemicals (Dr. Fixit) and Consumer Products (Fevikwik, Fevicol MR
& Fevicryl).

One of the major reasons for Fevicol’s instant success during its early days, in the wood furniture making
industry was the product’s ease of application and spreadability as it was a synthetic resin adhesive.
In the 1970’s, the company realized that this instant brand success could be leveraged by launching a
variant fit for the retail segment – a collapsible 30 gm tube. This idea was taken forward and various
package size adaptations were produced which made Fevicol transform its image from an industrial to an
all-purpose adhesive.

As rightly mentioned in the vision statement of the company – “Together we will build a high performance,
innovative, Indian multinational where it’s a pleasure to work.”
Fevicol, is reputed for setting higher benchmarks with its product innovations. Over the last 60 years, the
Premium White Glue category by Fevicol, expanded from the original Fevicol SH (synthetic resin adhesive)
to Fevicol Marine (a water- resistant adhesive), followed by Fevicol SpeedX (quick setting adhesive) and
Fevicol Hi-Per (the high performance adhesive with the latest anti bubble formula).

Fevicol, as the brand we know today is a result of the product premiumness complimented by the
exceptional branding done by their creative agency – Ogilvy. Ever since inception, Fevicol has made
sincere efforts to spark the interest of the end-consumers in a low-involvement category through the
following –
o Influencer connect programs: Fevicol Champions Club – FCC has a base of more than 1,50,000
furniture contractors across the country. The brand ensures cultivating healthy relationships with
them by organizing quarterly meets and giving them loyalty rewards
o Advertising: Engaging creative communication, with its positioning that goes beyond physical
bonding to metaphorical bonding has stuck to minds of the audience. Fevicol has created almost
30 iconic TVCs (‘Egg’, ‘pakde rehna chhodna nahi’, ‘Bus’ etc), multiple Print, Radio and in-film
campaigns (Fevicol se song from the movie Dabbang 2)
o Innovative on-ground activations: Fevicol has always been creative with leaving a lasting impact
on the minds of the end consumer, this impact is further amplified with the help of interactive
activations in public places like malls (The Free Store activation), marathons, melas etc. These
initiatives have created a viral up-swirl on social media further enhancing the brand equity of
Fevicol.
From the Prime Minister of India to TV show hosts to cartoonists, have mentioned Fevicol in context to
long-standing friendships, political alliances and bonding in general.

Brand Management – Assessment 1

Brand Management – Assessment 1