Fevicol, the flagship product of Pidilite, is all set
to make noise in international markets, which will be
similar to the Indian way. Fevicol is already being
exported to over 15 countries, among which are UAE,
South Africa, Vietnam, Bangladesh, Sri Lanka, Bahrain,
Kuwait, Qatar, Oman, Congo, Mozambique, Saudi Arabia,
and Angola to name a few, the latest being Egypt.
Additionally plans are underway to launch the brand in
Pakistan, Indonesia and Myanmar also. The craft of
building the brand will remain the same – go the funny
Piyush Pandey, Executive Chairman and National
Creative Director, O&M India, said, “We have made
Fevicol the brand it is in India with a lot of effort,
and as far as the new markets are concerned, we will
begin with trade, build brands with building blocks.
As these markets are evolved markets, it won’t take
that long for us to establish Fevicol. And once this
is done, we will move on to doing the funny stuff as a
brand should never change its tone. Let’s give it a
couple of months.”
Fevicol has announced its launch in Egypt through an
outdoor advertisement in Mumbai. The visual carries
the image of the Sphinx with the broken nose that has
been sealed with Fevicol. Pandey said that this new
campaign was more to do with reassurance for the
Mapping the Fevicol brand’s growth and success in
India throws up an interesting story of a product that
has evolved into a brand in an unorganised product
category and then grew large enough to make inroads in
the global market.
In the early 90s, the Fevicol brand emerged as a
market leader in its category in India. Despite this,
the sales figures remained stagnant. It is at this
point in the life of the Fevicol brand that the
company decided to invest in marketing the brand.
The return on Pidilite’s investment in marketing this
brand paid off well, demonstrating sales growth of
over 55 per cent as against average market growth rate
of 10 per cent. The Fevicol brand now enjoyed 70 per
cent of the market share and continued to grow at a
rate faster than the market growth, said an official
Through its marketing initiatives, the Fevicol brand
has succeeded in establishing a distinctive position
for vis-a-vis unbranded products. The big idea,
‘Fevicol is Bonding’, was an idea that has been
communicated largely through advertising.
The ‘Huddle’ image of the Indian Cricket team and TV
commercials like “Haisha” are examples of execution of
this idea that clearly state, “Some bonds are as
unbreakable as the Fevicol bond”.
Fevicol has been ranked among the Top 50 brands as
‘India’s Most Respected Brands’ in ‘A&M’ and ‘Brand
Equity’. The brand continues to grow from strength to
strength as it sustains its growth and establishes the
brand’s presence across global markets ensuring
tangible returns for both Pidilite and Fevicol
customers around the world.
The Fevicol brand will maintain its efforts to go
beyond borders and explore new markets.