How Pidilite has successfully

built the ‘strongest bond’

with consumers!
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Who doesn’t love fevicol ads?

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Since generations, Pidilite has been well known for its quirky and interesting
advertisements, virtually defining what we mean by Adhesives or Sealants

And the real credit to this business success is based on forging unbreakable
bonds with every section of the society -

Be it consumers, dealers, contractors, carpenters, plumbers, interior

decorators, architects, or their agency!

The Pidilite Marketing Strategy is the playbook for any brand interested in
building a consistent strategy that profitably grows the their business!

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But, The brilliance of Pidilite strategy lies not just in Advertising & Innovation
but in actually investing selflessly in category creation and in generously
serving the nation & each of its stakeholders!

Yes! Pidilite actually means it when they say Fevicol is the ultimate adhesive,

and the brand has successfully and patiently built the strongest bond by
engaging and educating its customers at scale

So how did Pidilite effectively own the development of their categories?

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Pidilite decided to catch them Young!

To engage with the youth through art and craft, Pidilite started investing in
Creative Crafts Contest across schools globally!

The company’s initiatives in encouraging the young ones have achieved such
scale that they have several mentions in the Limca Book of Records

In fact, to engage with its creative customers Pidilite launched Hobby Ideas, a
space where hobbyists can get access to the best art and craft materials!

Thus creating a strong community of art enthusiasts through workshops,

content and commerce!

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Not just the final consumers, Pidilite has always been an active proponent in
empowering and skilling the construction industry

The brand launched Dr. Fixit Institute to educate and enable skilled workers
and contractors through seminars and publishing magazines and journals

To add value to the Interior designer’s proposition they came up with Fevicol
Furniture Books! In fact, their 25th edition of the book sold 7 million copies!

The brand launched Fevicol Design Ideas website & mobile app to engage
10,000 Interior Designers & 15,000 Contractors, with over 50,000 Design ideas!

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But the most important customers to Pidilite still are the carpenters!

By 2008, Pidilite already had 300 clubs across 114 towns, with 45,000
members from the carpenter & furniture industry

To give back to the community, Pidilite Launched ‘Shram Daan Diwas’ where
this cohort donated 1 day of free repair work across 251 needy institutions

So, while what we as consumers see are their mind blowing communications,
the real job of nurturing & growing the category actually happens behind the
scene!

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Pidilite Marketing Campaigns have won countless awards and recognitions
from the industry

But the true secret behind the brilliance of the company is its ability to work
with its stakeholders with complete trust

By engaging with audiences across categories, Pidilite has educated,

empowered and educated millions of Indians - kids, craftsmen and creatives!

This is real secret that gives Fevicol & Pidilite the power to builds such strong
bonds that last lifetimes!

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