Fevicol’s advertising journey, the top adhesive brand in India, has become an icon, representing strong and unbreakable relationships. Its recognisable advert has been around for more than 60 years and it includes a lot of creativity, humor, and great advertising campaigns as well. It would be interesting to examine how Fevicol grew from being a carpenter’s glue brand to a household name thanks to its savvy marketing .
The Beginning of Fevicol’s Journey
In 1959, Fevicol was introduced by Pidilite Industries as a substitute for conventional animal fat glue. Seeking to be different, instead of promoting Fevicol through hardware stores, the company promoted its sales directly among carpenters. It was an impactful strategy, leading to instant acceptance of Fevicol as the principal source of glue in India.
Crafting Success with Humor-Led Advertising
Fevicol and its witty advertising narrative are quite correlative with each other. The tagline ‘Mazboot Jod Ka Tod Nahi’ or the comical ad of the hen laying indestructible eggs, the company has always known how to market products humorously. These campaigns developed in partnership with Ogilvy & Mather were loved by audiences from all the walks of life and all age groups.
Memorable Campaigns and Taglines
Throughout the years, Fevicol’s advertising journey have been unforgettable such that they have been hard to erase off our memories. For example DUM LAGA KE HAISHA ad focuses on showing off the glue’s otherworldly power. There was that memorable bus ad – ever so busy operate’s three point perspective, yet passengers wieldably managed the “unbreakable bond” So did the sofa ad – propagation of sofa along the lineage gently tied with the life force of Fevicol.
Innovative Media and Marketing Strategies
Adventures in Advertising – The Fevicol Story as told by Mr. Raghunath retired Chief Executive Ashok K Pratap Say No To Putty say Yes to Fevicol Throughout its history the Fevicol brand has placed greater emphasis on advertising through sponsorship and statements like “ignore the putty” than investing in TV commercials. The strongest extent of their advertising was entirely contained in their commercials highlighting Fevicol as a substitutive brand.
Digital Transformation: Connecting with Younger Audiences
Fevicol joined the digital space in 2016 by producing content that resonated with humor while consistent with innovation. Campaigns, such as #10YearsChallenge and imaginative picture posts enhanced by social content kept brand appeal among the young customers.
Celebrating 60 Years of Fevicol
In 2019, Fevicol completed sixty years or more than half a century in operation and celebrated the milestone through a grand campaign highlighting its journey. The campaign embedded in a TV commercial focused on a sofa and narrated how Fevicol has stood the test of time while describing the life story of the sofa and its generations to come.
Continuing the Legacy
Fevicol’s advertising history has once again won the hearts of Indians and has set benchmarks in Marketing that are worthy for admiration. The brand stole the show with a distinct balance of humor and innovation which made it extremely relatable. Even in traditional media or social, Fevicol manages to woo the audience with its classic ‘bonds that never break’ proposition.
The essence of the story of Fevicol is that we are not just dealing with an adhesive being successful, but rather an amazing advertising option which holds great potential of engagement on a human level.
