How Fevicol Became The Ultimate Adhesive Solution For India | World Brand Affairs

How Fevicol Became The Ultimate Adhesive Solution For India


10/25/20222 min read

How Fevicol Became The Ultimate Adhesive Solution For India

Fevicol is a brand of adhesive that has become a household name in India. Since its inception in 1959, the brand has been the go-to solution for everything from carpentry and construction to DIY projects at home.

Fevicol’s Journey:

Fevicol’s journey began in 1959 when Pidilite Industries Ltd. launched the brand. Initially, the product was marketed only to carpenters, and the company relied on word-of-mouth advertising to promote it. However, in the late 1980s, Fevicol’s marketing strategy changed when the company hired the advertising agency Ogilvy & Mather to help them create a new ad campaign.

The iconic “Fevicol ka jod” ad:

In 1994, Fevicol released its most famous ad campaign, “Fevicol ka jod.” The ad featured two men trying to separate a chair from the floor, but it would not budge. The tagline was “Yeh Fevicol ka jod hai, tootega nahi” (“This is Fevicol’s bond, it won’t break”). The ad became an instant hit and won numerous awards. It also helped establish Fevicol as the ultimate adhesive solution for India.

Fevicol’s marketing campaigns:

Over the years, Fevicol has released several ad campaigns that have become a part of popular culture in India. One of their most successful campaigns was “Fevicol se”, which featured a series of ads that showed people using Fevicol to solve a variety of problems. The ads had catchy jingles and humorous situations that made them memorable.

In 2012, Fevicol released an ad campaign called “Fevicol Champions Club” that targeted children. The campaign encouraged children to use Fevicol to create innovative and creative projects. The campaign was a huge success and helped Fevicol establish itself as a brand that is not only reliable but also fun.

In 2018, Fevicol released an ad campaign called “Todo Nahin, Jodo” (“Don’t break it, fix it”). The campaign encouraged people to fix things instead of throwing them away. The ad featured a boy trying to fix a broken toy with Fevicol and succeeded in doing so. The campaign was well-received, and it helped position Fevicol as a brand that cares about sustainability.

Fevicol’s marketing strategy:

Fevicol’s marketing strategy has been to create memorable ad campaigns that have a strong emotional appeal. The brand has always focused on creating a connection with its customers by showing them how Fevicol can help them solve their problems. Fevicol has also focused on creating a strong brand image by using catchy taglines and jingles that are easy to remember.

Fevicol’s brand extensions:

Over the years, Fevicol has extended its brand to include other adhesive products such as Fevistik, Fevibond, and FeviKwik. Fevicol has also launched a range of products specifically targeted at the automotive industry, including Fevicol Hi-Per, Fevicol Pro, and Fevicol Marine.


Fevicol’s success can be attributed to its memorable ad campaigns, strong brand image, and a focus on creating a connection with its customers. The brand has established itself as the ultimate adhesive solution for India by consistently delivering high-quality products that solve its customers’ problems. Fevicol’s marketing strategy has evolved over the years, but it has always remained true to its core values of reliability and innovation. Today, Fevicol is not just a brand; it is a part of the Indian cultural fabric, and its tagline “Fevicol ka jod hai, tootega nahi” has become a part of everyday conversation.

Fevicol has also been proactive in engaging with its customers on social media platforms such as Facebook, Twitter, and Instagram. The brand regularly shares creative DIY projects and engages with its customers by responding to their queries and comments.

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