Pidilite’s popular adhesive brand ‘Fevicol’ will now have competition from Huntsman, makers of the Araldite range of adhesives. The company has forayed into the wood glue category with the launch of ‘Araldite Karpentar’.
Commenting on the new launch, Joydeep Datta, Head of Marketing and Business Development, Huntsman, said, “We enjoy tremendous recognition in the market because of our Araldite brand, and now we wanted to leverage the brand equity. We have got a strong distribution network and so launching Karpentar made perfect sense.”
Araldite Karpenter is targeted at the masses, contractors and carpenters, who are the actual users of the product. Commenting on its competitive strategy, Datta said, “Yes there will be competition, but till now Fevicol was the only brand in the organised segment catering to the needs of the target customers. We feel that the market is much larger and it can easily accommodate two big players.”
To announce the launch, Huntsman has roped in actor Rajpal Yadav as its brand ambassador. A new television commercial has also been unveiled, which has been created by Auvil Production and produced by Red Ice Films Pvt Ltd.
The brief of the ad campaign is to introduce the end user to a new kind of wood glue, one that has a strong adhesive strength and comes from the house of Araldite.
Said Datta, “The rationale (behind the ad) is simple, to bring in ‘the winds of change’, to encourage people to start using a superior product, and to increase quality consciousness among users and to make them want to be a part of the new beginning.”
The ad has a catch line that says, ‘Araldite Karpentar Ka Kamaal, Furniture Ki Mazbooti Bemisaal.’
“This ad campaign will help in creating mass level awareness about the brand and its USP. The idea is to try and change the existing mindset of the end user and to get him to try the product once, after which the quality of the product and the credibility of the parent brand, Araldite, will do the rest,” asserted Datta.
The company expects to secure a firm second position in the entire market as well as garner significant market share by the end of the year.