2000s – Launch of • First of its kind influencer-connect initiative in India to educate as well as engage

furniture contractors • Engagement ideas (like Shram daan divas, Vriksharopan divas, Yoga day, Swatch
Bharat Abhiyaan etc.) generated using grounded insights

Stakeholder 1 – Users • Largest & most comprehensive influencer connect program in the world •
95,000 furniture contractors associated across 950 clubs in 821 towns • Field marketing team meets
~2,000 Stakeholder 2 – Influencers • Digital portal to connect consumers with designers and contractors
• Platform for sharing design ideas from contractors and interior designers • Hosts 1L+ design ideas
Stakeholder 3 – Consumers • Most Trusted Brand 2016 (4th in Household) • Buzziest Brand 2014 •
PowerBrand 2012-13 • 2011 ABBY for Integrated campaign, Outdoor and 2009 ABBY 20 • Field
marketing team meets ~2,000 contractors everyday

Expanding influence and consumer

engagement
Today, Pidilite is adopting innovative methods for marketing products to
consumers. It has a growing range of hobby products under the Fevicryl
brand which also engages with influencers, teachers and others
interested in crafts. It is an effective strategy as the influencers organise
workshops to share their knowledge of Pidilite products and demonstrate
them to consumers.

The only challenge was that, until recently, signing up influencers,

organising workshops, and reimbursements was manual and involved
lengthy processes. For Pidilite to grow its network of influencers, it
needed to streamline onboarding and facilitate a speedy hassle-free
workshop booking process. Using Heroku, it’s now built an app that does
both.

The 'TEAM' app - a workshop management solution for Teachers - was

built in just two and a half months and it is already saving hundreds of
hours a month for everyone involved in the program. It has reduced the
cycle time from 45 days to just five, and helped Pidilite to increase
influencer-enrollments by around 10%.

“Influencer connect is a key component of our marketing programs,” said

Kavita Jagtiani, Chief Marketing – Consumer Products Division. “The
TEAM app has seamlessly integrated the touch points in our influencer
connect program, driven efficiencies and solved real business problems
of reach and impact. The app has also helped in further improving our
engagement levels with the influencers.”

Fevicol Champions’ Club celebrated Shram Daan Diwas across India on December 20, 2017. Around
51,200 contractors and carpenters visited 800 needy institutions and donated a day of their labour to
repair broken furniture.

FCC – Dealers, Distributors, and Influencers

Users –

Points – team App – Retailers application – scan the barcode and points get added in the wallet –
redemption centers- exchange the points for gifts – two options for gifts redemption – home delivery
and self pickup from redemption center

On FCC app – Wood working Contractor community can see their banking history, redemption history,
redemption status, points statement, Fevicol design ideas (furniture design ideas)

Can scan the points through the app

Tiers –

Clubs -