Because somehow, an adhesive brand managed to 'stick' itself into every Indian's heart.

And not just through functionality, but with humour, relatability, and brilliant storytelling.

Fevicol isn’t just glue. It’s that thing that held up generations of school art projects, furniture dreams, and quirky ad campaigns that we still remember decades later.

Their slogan?

“Fevicol ka jod hai, tootega nahi” 

is now part of pop culture. But here’s the real genius! They didn’t stop at mass campaigns. Pidilite went deeper and smarter.

Some brilliant strategies for marketers to steal...err... I mean study:

1. Quirky, Consistent Advertising. From the iconic crowded bus ad to the egg that wouldn’t crack, Fevicol has mastered humour without ever diluting brand purpose. These aren’t just funny ads — they’re masterclasses in how to make functionality entertaining. (Chatterjee, 2021)

2. Targeting the Right Community. While we all see the TVCs, Fevicol does some of its best work behind the scenes, directly engaging carpenters and craftsmen. Pidilite has built loyalty and trust by recognising and empowering the hands that actually use their product daily. (Economic Times, 2019)

3. Full Funnel Thinking. Their branding isn’t just top-of-the-funnel showbiz. They move with strategic precision across the funnel, from high-recall mass media campaigns to trade engagement programs and even influencer marketing via carpentry communities.

4. Content Marketing Across Channels. You’ll find Fevicol content on YouTube, in exhibitions, on Instagram reels, and even in WhatsApp forwards. They’ve embraced digital transformation with the same ease as they’ve embraced humour.

5. Business-Aligned Branding. The brand strategy is in sync with Pidilite’s overall business goals. Whether it’s product innovation, trade partnerships, or DIY initiatives, every brand message feels like it’s cut from the same (strongly glued) cloth.

6. Community Building. Programs like Fevicol Champions Club have helped create a true community of carpenters. Trainings, rewards, and recognition campaigns are part of this, showing true stakeholder empathy. (Pidilite Annual Report, 2022)

   
   

Fevicol’s genius lies in making stickiness memorable, both literally and emotionally. It’s what happens when smart strategy meets cultural resonance.