Indian Institute of Management, Rohtak

Analysis of Fevicol’s Sofa Ad Campaign: #FevicolTurned60

Group – 14
Section B
Name Roll No.
Harshit Singh IPM02173
Hriday Sharma IPM02175
Keshav Agarwal IPM02177
Pankhuri Saxena IPM02193
Tanisha Jain IPM02212

Submitted To:

Dr. Victor Saha

Advertising

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 Table of Content

1. About the Company 3

1.1 Introduction and Company Overview
1.2 Fevicol Products
1.3 Features of Fevicol Products
2. Market Analysis of Adhesives 4
3. Annual Report Analysis of Fevicol 5
4. Unique Selling Propositions (USPs) of Fevicol 7
5. Marketing Strategies of Fevicol 8
5.1 Segmentation
5.2 Target Group
5.3 Positioning
6. Marketing Mix of Fevicol 9
7. Ad Agency Profile 11
8. Fevicol Sofa Ad Analysis - #FevicolTurned60 12
8.1 5 M’s Strategy of Advertising
8.2 Strengths of the Campaign
8.3 Weaknesses of the Campaign
9. Competitor Analysis 16
10. Research Findings 17
11. Recommendations 19
12. Conclusion 20
13. References 21
14. Appendix 24

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1. About the Company

1.1 Introduction and Company Overview:

Pidilite Industries Limited is a leading manufacturer of adhesives and construction chemicals in

India. The company has a diverse product portfolio that includes adhesives, sealants, coatings, and
other specialty chemicals. Pidilite's products are used in a variety of applications, including
construction, automotive, packaging, and textiles.
Fevicol is a leading manufacturer of adhesives and construction chemicals in India. The company
was founded in 1959 by Balvant Parekh, who started by selling adhesives out of his backyard in
Mumbai. Over the years, Pidilite has grown into a multi-billion dollar company with a presence in
over 100 countries worldwide.
Advertising is an essential component of any business's marketing strategy. It helps companies
create brand awareness, generate leads, and drive sales. Fevicol, is one such company that has
leveraged the power of advertising to become a household name in India. Fevicol's advertising
campaigns are known for their humor, creativity, and effectiveness, and they have played a crucial
role in establishing the brand's presence in the Indian market.
In conclusion, Fevicol is a leading manufacturer of adhesives and construction chemicals in India.
Fevicol's products are known for their superior bonding strength, water resistance, and ease of use,
making them a popular choice among customers. In the next sections of this report, we will discuss
Fevicol's advertising campaigns and the agency responsible for crea ting them.

1.2 Fevicol Products:

Fevicol's product range includes a wide variety of adhesives for different applications. So me of
the popular Fevicol products include Fevicol SH, Fevicol SR 505, Fevicol 1K PUR, and Fevicol
Ezeespray. These adhesives are known for their strength, durability, and ease of use, making them
a popular choice among carpenters, furniture manufacturers, and DIY enthusiasts.

1.3 Features of Fevicol Products:

Fevicol adhesives are known for their superior bonding strength, water resistance, and heat
resistance. They can be used to bond a variety of materials, including wood, metal, plastic, and
paper. Fevicol adhesives are also easy to use and have a long shelf life, making them a cost-
effective solution for a wide range of applications.

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2. Market Analysis of Adhesives

Pidilite holds a monopoly in the adhesives category in India and has a market share of 70%.
Overall, the global adhesives market is showing growing global trends. 80% of Pidilite’s revenue
comes from the consumer segment which is divided into two categories: households and
carpenters, while 20% of its revenue is through industrial sales. Moreover, the Compound Annual
Growth Rate (CAGR) of the industry is 3.7% as growth opportunities are increasing in developing
countries especially in the sectors of paper, packaging, transportation etc. In 2021, the global
adhesives market stood at 71.4 billion USD which was projected to reach 85.8 billion USD in
2026.

The overall revenue opportunity for the Total Addressable Market for adhesives is approximately
71.4 billion USD. Thereafter, the portion of TAM Pidilite can target with its adhesives can be
determined by calculating Serviceable Available Market (SAM) at approximately 2.4 billion USD
which is the market of adhesives in India. Lastly, the portion of SAM that can be realistically
attained by pidilite comes out to be approximately 70% of SAM i.e. approximately 1.68 billion
based on its market share.

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3. Annual Report Analysis of Fevicol

Fevicol’s revenue from operations shows a positive growth trend over the years which is often
attributed to its legendary advertisements which are cherished by the audience.

Revenue from operations of Pidilite Industries Limited from fiscal year 2016 to 2022

According to a report by Business Standard, the parent company of Fevicol, Pidilite Industries,
had a total advertising and promotional expense of INR 885.57 crores (approximately USD 123
million) in the financial year 2020-2021. This information was disclosed by the company in its
annual report.

According to a report by Rediff.com, Fevicol spent INR 70 crore (approximately USD 9.5 million)
on advertising in 2019. In terms of Fevicol's media mix, the brand has historically focused heavily
on television advertising. In fact, according to a report by The Economic Times, in 2017, Fevicol
spent 70% of its advertising budget on television ads. However, Fevicol has also been increasing
its investment in digital and social media advertising in recent years. In 2019, Fevicol launched a
campaign called "Haq Se Poocho" ("Ask for Your Rights") that was heavily promoted on social
media.

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It's worth noting that these figures are from a couple of years ago, so Fevicol's ad vertising budget
and media mix may have changed since then. However, these data points can give you a general
idea of Fevicol's advertising spend and where the brand is allocating its budget.

The company has an annual budget of Rs 200 crore for advertising. A large part of it is below the
line with 50:50 for BTL and ATL for Fevicol.In the first phase, the company claims that the
marketing spend would be around Rs. 20 crores. For the new campaign, it kept 25-30% for digital.

New campaigns were rolled out f or Dr. Fixit, Fevikwik and Fevicol that carried on the task of
developing the categories and creating new segments. In these challenging times of pandemic, our
digital marketing initiatives, in the form of videos and posts on social media, forged deeper
emotional connect with both consumers and end-users. These digital and TV campaigns won many
prestigious awards for Fevicol, Fevikwik and Roff across many categories.

Fevicol launched a 360° campaign ‘Yakshagana’ in the markets of Karnataka and Hyderabad. The
campaign, based on a local art form of North Karnataka, is a humorous take on how using local
glue is not the same as using Fevicol.

The year 2020-21 was an exceptional year for Pidilite, as many of its brands won multiple awards
across various categories.

➢ Fevikwik ‘Phenko Nahin, Jodo’ campaign won various awards at the most coveted
marketing awards The EFFIE
1. Two Gold at the EFFIE, including the Best Use of TV category
2. Two Silver at the EFFIE in Other Products and Regional category
3. One Bronze EFFIE in Disruptive Differentiators Award category

➢ At the Kyoorius Awards 2020, Pidilite won a total of 23 awards. Some of notable ones
were:
1) Fevicol Sofa Campaign
4 Blue Elephants and 6 Baby Elephants

2) Roff Television Campaign

1 Blue Elephant and 3 Baby Elephants

➢ At exchange4media Indian Content Marketing Awards, #MyFevicolAd won the best

content marketing social media and best crowdsourced award

➢ At Golden Globe Tigers Award, Fevicol won the Campaign of the Year for #MyFevicolAd
and the award for Social Media Marketing category.

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4. Unique Selling Propositions (USPs) of Fevicol

1. Ease of Application: Fevicol’s ease of application is its major USP which attracts
customers. They launched a 30-gram collapsible tube in 1970 made with synthetic resin
and not animal fat in consumer packs which made the product more relevant for everyone.

2. High Recall Value: Through its successful promotional strategies, Fevicol has established
a high recall value for the brand as customers synonymize adhesives with ‘Fevicol’.

3. Brand Equity: Fevicol’s identity and message (#MazbootJod) is positively perceived by

customers who place their trust in its reputation and goodwill and resonate with the brand.

4. Authenticity: Fevicol has been authentic in its positioning and has directly reached out to
customers through direct marketing to generate their interest in the product as well as the
brand.

5. Quality of the Product & Longevity: Fevicol delivers high quality products which are
easy to apply, smell free, and have desired consistency at a value based pricing.

6. Leadership: Fevicol has a 70% market share and has price leadership through which the
customers perceive the products to be of good quality available at an affordable price as
compared to competitors.

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5. Marketing Strategies of Fevicol

Fevicol has played on its STP strategy effectively to establish itself as a market leader. Generally
it is hard to create brand equity in low involvement products but Fevicol has managed to
synonymize itself with ‘Adhesives’ for most people. Moreover, in this jou rney of becoming a
market leader it has taken some bold steps like directly marketing the adhesive to the customers
while its competitor’s limited their reach to manufacturers, carpenters etc. This required Fevicol
to take on the role of educating the customers on the ease of using the product, the benefits of using
it and positioning it effectively through memorable advertisements to create brand equity.

5.1 Segmentation

● Geographic Segmentation - Fevicol is not limited to any geographical location and is

segmented for mass market
● Demographic Segmentation divides the market into groups based on age, gender, income,
family size, occupation, education, SEC etc. Marketers have gone for Market specialization
for Fevicol -Eg: carpenters, craftsmen, etc. Products belonging to different categories exist
as choices for the target group they focus on.
● Behavioral Segmentation divides the market on the basis of the groups attitude, knowledge,
use or response towards a product. Eg: Need based segmentation, Role in decision buying
process based segmentation, User and Usage based segmentation. Fevicol has been
segmented for customers looking for economic products with quick solutions to their
problems and for those who need it regularly
● Psychographic Segmentation divides the market on the basis of psychological/personality
traits, lifestyle or values. Fevicol targets customers looking for easy and quick solutions
for long lasting fixes to increase the lifetime of their buys.

5.2 Target Group

The target audience of Fevicol includes carpenters, architects, wholesalers, retailers, household
owners, students, stationary stores, and Do-It-Yourself population

5.3 Positioning

Fevicol was introduced to the market as a branded white glue with the pro mise of longevity of
bonds created through Fevicol. They sought to sell their product to carpenters and the households
who trusted the furniture made using Fevicol. Over the years, Fevicol stances have progressed
from portraying the product as a sign of merely physical bonding to a metaphysical and a
metaphorical form through their television commercials, which are based on the proposition of
bonding through various analogies.

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6. Marketing Mix of Fevicol

Product: Fevicol is a company of adhesive products and caters to the bottom of the pyramid i.e.
used as glue in households as well as industrial users like carpenters etc. Some of the traits of the

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product include its ease of use, strength, durability of the stickiness, a ccessibility, affordability and
value it provides to the customers. The adhesives range includes Fevicol MR, Fevicol SH, Fevicol
Marine, Fevicol HeatX and other variants such as Fevicryl, Fevistick, Fevikwik which cater to
different audience’s needs.

Price: Fevicol is available in different SKUs ranging from 125 gms to 50 kgs. It is the market
leader with 70% of the market share which enables it to price its products as per the mid -level
premium pricing as compared to the industry standards since it delivers value based pricing i.e.
the customers find value for money in the Fevicol products . Moreover, Fevicol practices target
pricing which means that they check the willingness of customers to pay at a specific price and
then designs and manufactures its products around it (Team, 2017).

Place: Fevicol is an Indian company and its major market is Asia with its products present in 54
countries like India, China, Singapore etc. Moreover, it is distributed through diverse online as
well as offline retail channels across supermarkets, convenience stores, wholesalers, hyper market
etc.

Promotion: Fevicol promotes its products through very creative advertisements that resonate with
the audience by especially bringing in elements of Indianness while showing the f eatures of the
product. It uses both ATL campaign in the form of creative storytelling through ads on TV and
also through BTL campaigns like contest like #MyFevicolAd which invites people to create their
own advertisements for the brand. Moreover, its ads are often run in TV prime times, Cricket
matches etc. on high TRP platforms to maximize their reach. It uses mass media to deliver its
brand message creatively like its collaboration with ‘83’ movie. Also, Fevicol’s social media
presence and engagement has earned applause for using wit and humor to intelligently place its
products in surrounding or events.

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7. Ad Agency Profile

Fevicol has worked with several advertising agencies over the years, but the most prominent one
is Ogilvy India.

Ogilvy India has been Fevicol's advertising agency for over two decades now, and the two have
collaborated on some of the most memorable advertising campaigns in Indian advertising history.
Some of these campaigns include "Fevicol Se," "Fevicol Furniture Book," and "Fevicol
Champions Club."

So, why did Fevicol choose Ogilvy India as its advertising agency? There are several reasons for
this:

1. Creativity: Ogilvy India has a reputation for coming up with highly creative and impactful
advertising campaigns. Fevicol wanted an agency that could create ads that would be
memorable and effective in driving sales, and Ogilvy India fit the bill perfectly.

2. Industry Experience: Ogilvy India has extensive experience in the Indian advertising
industry and has worked with several top brands in the country. This made them the ideal
choice for Fevicol, as they wanted an agency that understood the Indian market and
consumer behavior.

3. Brand Understanding: Ogilvy India has a deep understanding of Fevicol's brand values
and messaging. They have been working with Fevicol for over two decades and have a
thorough understanding of the brand's positioning, target audience, and messaging.

4. Long-term Partnership: Fevicol and Ogilvy India have had a long-standing partnership
that has lasted for over two decades. This long-term partnership has allowed the agency to
develop a deep understanding of the brand and its requirements, making it easier for them
to create effective advertising campaigns.

In conclusion, Fevicol has chosen Ogilvy India as its advertising agency due to their creativity,
industry experience, brand understanding, and long-term partnership. The two have collaborated
on several successful advertising campaigns over the years, and their partnership is likely to
continue for the foreseeable future.

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8. Fevicol Sofa Ad Analysis - #FevicolTurned60

Fevicol came up with a creative ad in partnership with Ogilvy which shows a sofa being passed
down from generations to generations, from one married woman to another and across cities and
countries, to homes and beyond. This ad was an ode to Fevicol turning 60 ye ars and showed the
longevity of the bonds created using Fevicol which is one of its USP in a very interesting manner
through including the Indian elements of story-telling in the ad. Moreover, the fabric of the sofa is
refurbished every time it is passed down which shows how Indian values and culture sticks and
holds through generations. The different frames of the ad show transitions from a shy, housewife
in the 60s to a millennial woman who marries the love of her life, from a woman who did the
household chores to a woman whose husband shares a cup of tea with her which shows even when
the place, people or time change one thing remains constant and that is the sofa created through
fevicol’s strong bond. It was an out-of-the-box creative which has managed to get high praises
from customers and critics alike. With this ad, Fevicol continues to maintain its stream of high
quality, storytelling ads that catch attention. The main objective of the advertisements was to
generate interest amongst the audience and celebrate the company’s 60 years anniversary which it
sought to achieve through the simplicity and the excellent execution of the ad. Its creative
advertisements are an example of how even a low involvement, largely uninteresting product like
Fevicol’s adhesives can be marketed in an interesting way. Fevicol has established brand equity.

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8.1 5 M’s Strategy of Advertising

● Mission - The mission of the campaign was to increase recall value and stay relevant to its
customers to thereby increase the reach of the product by entertaining their audience.

● Money - Fevicol spent around 20 crores on the making of the ad film.

● Message - The ad film exhibits inheritance of legacy over years showcasing the strength
of Fevicol while drawing parallels with the changing paradigms of Indian social and
cultural scenario and the strength of the bonds of the Indian families that last the challenges
of time.

● Media - The product was advertised majorly through the traditional media Television
incorporating above the line (ATL) market strategy to reach masses. It also used the BTL
campaigns like organizing contests like #MyAdCampaign.

● Measurement - The ad campaign was a big success owing to its subtle humor and helped
the company to generate above USD 1 billion, making it a monopoly today with a 70%
market share.

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8.2 Strengths of the Campaign:

1. Advertisements that Stick: Fevicol has been known to create legendary advertisements
that entertain and engage the users through the out of box creativity it uses to tell a story
that connects with the audience. The advertisements become memorable for the audience
who see a glimpse of their reality or their indianness expressed in the advertisements.
Fevicol’s ads have been known to master what their customers want from them and thereby
deliver it excellently. Moreover, the company uses integrated brand promotion to deliver a
consistent message creatively. Overall, the elements of the advertisement work well
together to communicate an interesting story effectively.
2. Emotional Resonance (The Ultimate Bond): The tone of the advertisement resonates
with the emotions of the customers in a humorous way and by using the shared Indian
values to create a common link of reliability and relevance for the audience. The passing
of the sofa from generation to generation gives us a glimpse of different human emotions
like joys of getting married, sadness of leaving the maiden home, excitement of moving
to a new city etc. all connected through a 2 seater sofa, metaphorically the Indian Values.
It exaggerates the elements we see around us in our everyday life to sell a story that
manages to sit well and establish relatability with the audience.
3. Recall Value: The continuous ads, their simplicity, and the related imagery and music of
the advertisement increase its recall value. Lines like ‘Haye re sharmaiyan ka sofa’ are
reminiscent of the commonly used neighborhood phases of most of the Indian localities.
Moreover, the music used in the advertisement takes cues from the old Indian folklore
style of story delivery which leaves us murmuring the lines of the advertisement, thereby
creating a strong recall value for the brand who have Fevicol at the top of their minds when
thinking about Adhesives. This is an example of how creatively expressing core
competencies and differentiating factors can help create brand equity.
4. Use of Analogy: Fevicol effectively uses the power of analogy to soft sell its products. The
brand’s logo uses symbolism in the form of two elephants pulling in the opposite direction
to depict strength. The ad’s time frame moves from the 1960s to the modern times as
Fevicol celebrates its 60 years anniversary and ends with the close shot of the old container
of Fevicol which takes us down the road of nostalgia and draws a parallel to our old values
and roots. Moreover, the passing of the sofa from one generation to another draws direct
parallel to the passing of Indian values across generations and points at the USP of the
product i.e. its longevity.
5. Effective use of Characters to deliver Message: The ad is set up in a general Indian
household setting and uses common people instead of celebrities to make the advertisement
more relatable for the audience. Moreover, these characters are placed in a family context
and have their own personality and role which narrates the message of legacy. Also, the ad
ends with the lines “Ab koi byaha karayo ya na karayo, haaye par sofa banayo toh dil se
banayo” which means irrespective of whether people choose to marry or not marry, the

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 furniture should be prepared with love and a promise of everlasting bonds. This beautifully
summarizes the brand's promise of longevity and strength of bonds and captures the
essence of love, family values and legacy.

Moreover, when we analyze the advertisement campaign in light of the AIDA and 5Cs model of
marketing we realize that the advertisements fit with the elements of these models efficiently.

AIDA Model:

● Attention - Uniqueness of this ad campaign with application of humor draws attention of

mass market
● Interest - Captivating traditional tunes and narrative is used as background music to
provoke interest of the audience
● Desire - Fevicol provides information about the adhesive in an interesting and entertaining
manner thereby building trust around the brand that eventually increases the trust and
buying decisions in the brand’s favor.
● Action - Due to its increased recall value and unique brand identity, the conversion rate is
high and people desiring to buy adhesives are more prone to buying Fevicol.

5Cs Model:

● Company - Fevicol is a brand which sells white adhesives under its parent company,
Pidilite
● Collaborator - Fevicol collaborated with Ogilvy to come up with this campaign to
celebrate the 60 years of the brand
● Customer - Fevicol has used direct marketing strategy to market its products to carpenters
and household customers alike, which was a bold step initially since its competitors were
restricted to only industrial customers and were hesitant to reach the households directly.
This strategy of B2C marketing made the brand a great success.
● Competitor - Though Fevicol holds the monopoly in the adhesives market with a market
share of approximately 70%, brands like Araldite, Bondtite and Loctite are the main
competitors of the brand. But, Fevicol has a significantly superior brand equity as
compared to its competitors.
● Context - The ad campaign celebrated the sixty years of Fevicol in the adhesives’s market
with a motive to engage and entertain their customers by gaining their attention. This
collaboration of Fevicol and Ogilvy resulted in one of the legendary advertisements of the
company.

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8.3 Weaknesses of the Campaign:

● Narrowed focus on target customers - The ad campaign narrows down its focus on one
segment of its target audience which are carpenters, ignoring other groups like architects,
wholesalers, retailers, household owners, students, stationary stores and DIY-ers for this
particular campaign which restricts the sense of relatability for the neglected customers.
Moreover, while the Indianness of the Ad which reflects on our personal family experience
engages the customers, it may be perceived as being overplayed as a major factor in
influencing customer’s purchasing decision.
● Longer time span - However, the creativity and uniqueness of the ad film is quite engaging
and entertaining, the long duration of the ad (approximately 90 seconds) increases the risk
of customers skipping the ad or the audience losing the interest. Moreover, research is now
showing that even smaller format ads can achieve benefits of storytelling similar to the
long format advertisements.
● No Celebrity Endorsement - Brands use celebrities to make their customers associate the
brand with personalities of these celebrities to trigger the emotional appeal. For low
involvement products like adhesives, celebrity endorsement can play a significant role in
catering the purpose of the campaign. Such celebrity endorsement in this ad campaign may
have helped bring a well placed emotional appeal in the message conveyance.

9. Competitor Analysis

Araldite, Bondtite and Loctite are the major players in the adhesives market which provide high
competition to Fevicol. These brands have been discussed in brief as follows.

● Araldite is a brand pioneering solutions to help people pursue excellence in their craft.
Epoxy resin and a hardener interact to form the Araldite adhesive. An exothermic reaction,
which generates heat, is started when an epoxy resin and hardener are combined. It is
asserted that the bond is resistant to all common organic solvents and boiling water after
curing.The most popular sort of Araldite pack contains two distinct tubes, one for the resin
and the other for the hardener. Double syringe-type packaging that automatically measures
equal quantities for mixing are another form.

● Bondtite is a "5 min" high strength, two-component, transparent epoxy glue system which
can be applied as a versatile filler for surface restorations, gap bridging, and even to bond
a variety of substrates, including metal, ceramic, wood, chrome, concrete, marble, glass,
fibreglass, tiles, etc.

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 ● Loctite is one of the top Henkel brands and a leader in the world of industrial adhesive
products. It provides high-performance, engineered adhesive, sealant, and coating
materials for both industrial and commercial uses. The brand focuses on solving
manufacturing, technical, industrial, and home problems, such as those involving instant
bonding, structural bonding, cleaning and lubrication, and thermal performance, with the
help of our cutting-edge technology, unmatched knowledge, and wide range of products.

The matrix depicting comparison between the ad campaigns for Fevicol and its competitors is as
follows:

Brand Campaign Advertising Purpose Target Platform

Agency Group

Fevicol Fevicol Ogilvy Brand Recall Carpenters Television

turned 60

Araldite Bonds that DDB Brand Recall DIY Digital

last forever consumer Platform
base

Bondtite Ekdum tight The Womb Brand Masons and Television

Awareness Artisans and Digital
Platform

Loctite World’s Marcel Persuasion Construction Digital

Strongest Industries, Platform
Men vs. Carpenters
Loctite Super
Bonder Ultra

Research Findings

Introduction:
The goal of this study was to look into the connection between Fevicol's brand equity and customer
behavior in reaction to Fevicol advertising. The study's specific goal was to assess how much
Fevicol's brand equity affected customer behavior, and if this connection was mediated by
consumer sentiments regarding Fevicol commercials.

Methodology:
The poll was done online with a sample size of 100 people. Participants were recruited using
different social media sites, and the poll was planned to take around 10 minutes to complete. The

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poll was divided into four sections: demographic data, opinions o f brand equity, attitudes toward
Fevicol commercials, and consumer behavior in reaction to Fevicol advertisements. Descriptive
statistics, correlation analysis, and mediation analysis were used to examine the data.

Results:
According to the poll results, Fevicol has a high level of brand equity among participants, with
80% of respondents saying they trusted the Fevicol brand. According to the poll, 60% of
respondents had good sentiments of Fevicol advertising, indicating that the advertisements were
engaging and memorable.

`Brand Equity of Fevicol Customers finding Fevicol Ads engaging and memorable

The poll indicated that 50% of respondents had purchased Fevicol products in the previous year,
demonstrating a high degree of brand loyalty. Furthermore, with a correlation value of 0.5 (p 0.01),
the study discovered that sentiments regarding Fevicol commercials were strongly connected with
customer behavior.

Finally, mediation analysis found that customer attitudes toward Fevicol commercials mediated
the connection between brand equity perceptions and consumer behavior in part. Attitudes toward
Fevicol commercials, in particular, accounted for 30% of the variation in the connection between
brand equity perceptions and customer behavior.
Overall, the survey results indicate that Fevicol's brand equity has a considerable effect on
customer behavior in reaction to Fevicol commercials. The study discovered that customer
opinions regarding Fevicol commercials had an important role in mediating this link,
demonstrating that successful advertising may boost brand equity and eventually drive consumer
behavior. These findings emphasize the necessity of creating engaging and memorable advertising
campaigns that are connected with company values in order to improve brand equity and consumer
loyalty.

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Recommendations

In India, Fevicol is a well-known adhesive brand with a great reputation for quality and
dependability. However, Fevicol's marketing and promotion methods have fallen behind shifting
customer tastes and trends in recent years. As a result, brand exposure has reduced and market
share has plummeted. To overcome this issue, Fevicol must implement a more imaginative and
current marketing plan that takes advantage of new technology and partnership with fashion and
design firms. This study offers Fevicol four critical ideas for improving its advertising and
marketing tactics.
1. Implement digital marketing strategies: Digital marketing is one of the primary areas where
Fevicol needs to strengthen its marketing approach. With the increased usage of social
media platforms and online commerce, digital marketing has emerged as a critical
component of any efficient marketing plan. Fevicol must have a strong online presence
through the creation of interesting content and the use of social media platforms such as
Facebook, Instagram, and Twitter. Fevicol can engage customers and establish brand
loyalty through these means. Fevicol can also profit from targeted web advertising, which
allows the brand to reach certain market groups with customized messages. Fevicol can
also create an e-commerce platform so that clients can buy its items online.
2. Work with Fashion and Design Companies: Collaborations with fashion and design
businesses may help Fevicol exhibit its goods in new and unique ways. This will assist the
company in reaching new customers and establishing itself as a fash ionable and trendy
brand. Product placements, fashion displays, and brand partnerships are all examples of
collaborations. Fevicol may profit from the enhanced visibility and credibility that comes
with affiliation with fashion and design companies by coop erating with them.
3. Refresh Your Advertising Strategies: To reflect evolving customer tastes, Fevicol's
advertising techniques must be changed. As people increasingly gravitate to digital media,
traditional advertising strategies such as print ads and billb oards are becoming less
successful. To engage customers, Fevicol has to experiment with new advertising methods
that use comedy, narrative, and emotional appeals. Furthermore, Fevicol can benefit from
using influencers and user-generated content into its marketing initiatives to build more
real and relatable ads.
4. Develop New Markets: Fevicol may broaden its product offerings and enhance income by
entering new areas like construction and automotive. Fevicol may use its great reputation
for quality and dependability to enter new markets and offer specific solutions that match
the demands of these sectors. Furthermore, growing into new markets can assist Fevicol in
reducing its reliance on the furniture business, which is extremely cyclical and susceptible
to economic downturns.
To remain competitive in the adhesive sector, Fevicol must adopt a more modern and imaginative
marketing approach. Fevicol may boost brand awareness, attract new audiences, and generate
income by using digital marketing techniques, cooperating with fashion and design businesses,

19
updating advertising methods, and expanding into new markets. The implementation of marketing
strategies and the capacity to adjust to changing customer preferences will be critical to the success
of these proposals.

Conclusion

In conclusion, the analysis of the Fevicol advertisement reveals several key elements that
contribute to its success. The advertisement has been able to capture the audience's attention with
its humorous and relatable storytelling approach. The use of quirky and exaggerated scenarios that
highlight the strength of the product has also helped to establish the brand's identity.

One of the key strengths of the Fevicol advertisement is its ability to resonate with a diverse
audience. The advertisement has universal appeal, and its humor transcends cultural and linguistic
barriers. This has helped the brand to establish a strong presence in the market and attract a loyal
customer base.

Another factor that has contributed to the success of the Fevicol advertisement is its consistency.
The brand has maintained a consistent tone and messaging over the years, which has helped to
build brand recognition and awareness. The use of the iconic tagline "Majboot Jod, Tod Ka Nahi"
has become synonymous with the brand and has played a significant role in establishing Fevicol
as a household name.

Furthermore, the Fevicol advertisement has effectively utilized social media platforms to reach a
wider audience. The brand has created a strong digital presence with engaging content that
resonates with the target audience. This has helped to increase brand awareness and loyalty among
younger demographics.

Overall, the Fevicol advertisement is a great example of successful advertising. It effectively uses
storytelling, humor, and consistency to create a strong brand identity an d appeal to a diverse
audience. With its iconic tagline and relatable scenarios, the brand has established itself as a
household name in the adhesive industry. The success of the Fevicol advertisement is a testament
to the power of effective marketing, and it serves as a valuable case study for businesses looking
to establish themselves in a competitive marketplace.

20
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Application & Region | MarketsandMarkets. (n.d.). MarketsandMarkets.

https://www.marketsandmarkets.com/Market-Reports/adhesive-sealants-market-421.html

Team, M. S. (2017, March 6). Fevicol Marketing Strategy & Marketing Mix (4Ps). MBA

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https://www.marketinginasia.com/fevicol-funniest-ads-refresh-your-

memories/#:~:text=Fevicol%20is%20known%20for%20its,in%20the%20brand's%20adv

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Roy, S. S. (n.d.). Fevicol Sofa-60th Anniversary: Ad analysis.

https://www.linkedin.com/pulse/fevicol-sofa-60th-anniversary-ad-analysis-sagar-sindhu-

roy/

BrandEquity, E. (2019, August 31). Pidilite’s Fevicol returns with its ‘mazboot jodh.’

ETBrandEquity.com.

https://brandequity.economictimes.indiatimes.com/news/advertising/pidilites-fevicol-

returns-with-its-mazboot-jodh/70918628

Sharma, K. (2021, May 21). Ogilvy’s Piyush Pandey voices and pens Fevicol’s latest social

media campaign. Business Insider. https://www.businessinsider.in/advertising/ad-

agencies/article/ogilvys-piyush-pandey-voices-and-pens-fevicols-latest-social-media-

campaign/articleshow/82826983.cms

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Social Samosa. Social Samosa | Indian Social Media Knowledge Storehouse.

http://www.socialsamosa.com/2020/02/fevicol-social-media-strategy-taking-ooh-social/

afaqs! news bureau. (2021, August 3). Fevicol leverages pinned comments to make

messages of friendship “stick.” Afaqs! https://www.afaqs.com/news/social-media/fevicol-

leverages-pinned-comments-to-make-messages-of-friendship-stick

Business Standard. (2021). Pidilite Industries Standalone June 2021 Net Sales at Rs

2,111.96 crore, up 98.68% Y-o-Y. https://www.business-

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111-96-crore-up-98-68-y-o-y-121071200905_1.html

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glue in your portfolio?" (January 2020) https://www.rediff.com/business/report/pidilite-
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22
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and radio for ads, shuns digital" (July 2017) -
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print-and-radio-for-ads-shuns-digital/articleshow/59713708.cms

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haq-se-poocho-campaign/456520

23
Appendix

Survey Questionnaire about brand equity and consumer behavior around Fevicol
advertisements

Section One: Demographic Information

● How old are you?

● What gender are you?
● What was your greatest level of education?
● What do you do for a living?

Section 2: Perceptions of Brand Equity

● How well do you know the Fevicol brand?

● How trustworthy do you perceive the Fevicol brand on a scale of 1 to 10?
● How likely is it that you will buy Fevicol goods in the future?

Section 3: Attitudes Towards Fevicol Advertisement

● Have you seen a Fevicol commercial in the last year?

● How entertaining do you find Fevicol advertising on a scale of 1 -10?
● How memorable do you find Fevicol advertising on a scale of 1 -10?
● Based on their marketing, how likely are you to suggest Fevicol goods to others?

Section 4: Consumer Reactions to Fevicol Advertisements

● How frequently do you buy Fevicol items?

● How much money do you usually spend on Fevicol products each year?
● How influential are Fevicol advertising in your shopping decisions?

24