: Brand Saga: Revisiting Fevicol’s ‘Mazboot Jod Ka Tod Nahi’ success formula of six decades #IndiaNEWS #Brand Saga You hear Fevicol whenever someone mentions ‘mazboot jod’ kyuki fevicol hai

Posted in: #Brand #IndiaNEWS #ThrowbackThursday

Brand Saga: Revisiting Fevicol’s ‘Mazboot Jod Ka Tod Nahi’ success formula of six decades #IndiaNEWS #Brand Saga
You hear Fevicol whenever someone mentions ‘mazboot jod’ kyuki fevicol hai toh tootega kaise. The Fevicol advertising journey has been a testimonial to the brand’s commitment towards building everlasting bonds and connections.

Balvant Parekh and his brother Sushil Parekh had just turned traders and found ways to grow their business. In 1959, they gave them an opportunity to come up with synthetic and easy-to-use glue to replace the natural animal fat-based adhesives. And thus, the seeds for Fevicol were sowed under the banner of Pidilite Industries. Taking the #ThrowbackThursday vibes quite literally, we relook the iconic Fevicol advertising journey as we skim through its brand saga in the ‘fevicol’ style.

The Stepping Stones to Success

When the brand started initially, it faced stiff competition from- small-scale local manufacturers of white glue, and multinational brands like Movicol (currently discontinued) marketed their products through hardware stores and timber marts. Fevicol, rather, decided to approach carpenters directly. This direct marketing initiative was one of the most successful strategies employed by them.

The challenge for Pidilite was to market Fevicol in a way to carpenters that it becomes the ultimate choice over the natural adhesive, for it is the Carpenter who decides which adhesive to use.

Of Brilliant ‘taglines’ and ‘humor’-led advertising

In a video interview with Social Samosa, Bharat Puri, MD, Pidilite Industries Ltd shared that Fevicol’s journey is characterized by two things- the brand has always been about the unbreakable bond – the atoot rishta. Secondly, Fevicol has always been about innovation. It doesn’t matter if its the communication or a set of products, it’s their policies of how they do things.

The insight was well amalgamated when the brand married humour and advertising to touch the right chord with its consumers which have soon turned into ‘Fevicol Fans’. The brand has given us impressive and celebratory taglines such as fevicol aise jod lagaye ache se acha naa tod paaye to Barson se Barson Tak’- the unbreakable bond has only grown younger with time.

Fevicol romanced newspapers like no other. It was the 80s and 90s when print was flourishing and all Pidilite had to do was reach masses through an out of the box communication. The company equally leveraged outdoor in its media mix to take the brand messaging ahead in desi way.

Puri commented that the Fevicol advertising journey had been a momentous one. It started as a small consumer brand that was seeking to replace animal glues with synthetic glue.