Real life marketing strategies of brands are sometimes a masterclass on their own! One brand that always created such wonderful digital campaigns that are still memorable is Fevicol! Their commercial ads and social media campaigns often become the talk of the town. When I saw one of their ads on TV (a funny sofa based ad and how much it traveled!), it left me in splits for at least a minute. The best part is that I still remember it even though I saw this advertisement many years ago. Now when I am onto noting the wonderful case studies of brands how can I miss Fevicol’s marketing strategy! So here you go.
P.S.: Many fun facts and casual observations await you that will leave the marketing genius in you super intrigued!
A Short History of Fevicol Brand
The story began as early as 1954 when Balwant and Sushil Parekh decided to create pigments for the textile industry and then in 1959 Fevicol found its existence. They kept evolving and their adaptability is worth praising because in the 1980s itself they launched their first print ad and TV commercial. Every few years they developed products that were the need of the market, right from waterproof adhesive for furniture to creating accessible adhesives for the regular public. Market research, product innovation and their brand strategy has always been their strength.
What Makes Fevicol’s Timeless Marketing Strategy Unique?
Nowadays brands have understood that digital marketing is super important but when we think about Fevicol, they had realised this potential right from their old TV ad days! The brand uses digital marketing to its advantage and cleverly associates their advertisements with daily life problems and sometimes unusual scenarios too.
Here’s a detailed version why I find them as a genius of marketing strategies!
Never Missing any Trend
Image Source: Fevicol Website
Biggest event of this decade was Maha Kumbh Mela 2025. The beautiful spiritual and cultural significance was a once in a lifetime experience. Due to the massive number of people being a part of this, the chances of people getting lost is quite high! (Many movies and TV serials were made on the ‘sibling/ daughter/ son’ who was lost in Kumbh Mela and found 12 years later!!). Fevicol didn’t miss this event and created extra large shirts in which 2 or 3 people can get in together. The tag line? ‘Hum Jude Rahenge’ meaning we will stick together. Many people wore it so that they don’t get lost from each other. It was a massive hit and the brand trended on social media for their genius and useful idea for quite some time.
Humour and Wit on Forefront
Video Source: Fevicol Pidlite Youtube Channel
The TV commercial ads of Fevicol are always full of wit. One of their ads was about a hen eating her feed from a makeshift container made of Fevicol’s old empty box. Result? The hen laid eggs that didn’t break because things associated with Fevicol don’t break. Now if that’s not a full display of humour, what is?
Storytelling Shines
Without storytelling everything is incomplete in today’s marketing arena. It’s the new buzzword and Fevicol mastered it ages ago. Each of their campaigns is a good mix of interesting storytelling combined with relatability and sometimes unexpected twists too.
Relatability is The King
Video Source: Fevicol Pidlite Youtube Channel
Unless you relate with something you don’t connect too, right? That’s one thing that shines in Fevicol commercials. For example we all love heirlooms as they are a massive part of our life. One of Fevicol’s commercials was all about proving the longevity of their product and also celebrating 60 years of Fevicol. How did they achieve it? They showed a lifetime of a sofa that kept on moving, from one home to another, living through tough situations and what not! This was the ad I mentioned in the intro which I still remember till date.
Creating Shareable Content
When the audience becomes your brand messengers, your brand wins! Fevicol creates interesting shareable content in their social media campaigns full of wit, intrigue and uniqueness. Audience promotes their brand unknowingly because of their emotionally resonant and unique campaigns.
Trust at The Forefront
Their marketing campaigns are focused on positioning themselves as dependable. Taking the example of the 60 year old sofa campaign above. The sofa outlived its life but the ‘Fevicol ka jod’ didn’t go anywhere. The most basic marketing lesson, building trust is the key for any business.
Out of the Box Concepts
Video Source: Fevicol Pidlite Youtube Channel
Uniqueness shines! When you see something you didn’t expect you remember it for a long time. Many marketing campaigns of this brand are about this. Taking their latest 2025 TV ad example, they curated a tale of musician brothers who became famous because they were joined from their arms! A backstory, they were not conjoined twins from birth, rather it happened because of taking out a toy from an empty container of Fevicol. Now that’s ingenious thinking!
Catchy Taglines and Jingles
People remember taglines. Fevicol’s iconic tagline ‘Fevicol ka jod hai tootega nahi’ meaning ‘this bond is made of Fevicol and is unbreakable’ is quite famous. Over the years they curated interesting and memorable jingles too in their ads that became quite famous. In short they knew exactly how to make the brand a part of everyone’s life.
Unique Strategy at Ground Level
Be at the place where your consumer is! Fevicol took that literally. They did this unique marketing campaign at a mall where they fixed 87 things on a platform with Fevicol and then put in a sign board saying ‘IF you are able to pick up anything then it’s yours for FREE’. People were intrigued and tried their best but couldn’t move anything even a centimeter away from its original position, because it was ‘Fevicol ka jod’ and impossible to move. Many people belonging to all age groups became fans of this unique idea.
Unforgettable + Memorable
Imagine I still remembered this brand’s iconic ads after so many years. Result, as soon as I need something to ‘stick’, be it craft items or broken wood, I always buy Fevicol. Their ads leave a deep impact. That’s a marketing lesson if your brand’s marketing campaign is memorable, it brings you customers back even after many years!
Who knew that something as simple as an adhesive brand could create such influential marketing campaigns that still makes them a household name even after so many decades and amidst so much competition. Not only new brands, even old brands like Fevicol are rewriting how marketing is done and just observing them is like a full MBA on marketing on its own and these lessons are a gold for budding entrepreneurs and existing businesses too. Fevicol’s product innovation strategy too is worth noting, a full fledged blog is in the works already!
Till then, did you enjoy my take on this brand under the spotlight? Do share your views with me in the comments section below.