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Advertising - Hotspots and Rankings

Special Columns
Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
K.K.Srivastava Guest Column
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Over 50 years of sticky success
Not all products become generic to the product category. Fevicol’s 50-plus years of single-handed dominance of the white glue market in India is a testimony not only to the brand’s inherent strength and quality but is also about the ingenuity of its advertising and marketing campaigns, which have helped it own the territory of bonding seamlessly
While these variants have helped to successfully create niche adhesive categories besides strengthening the overall brand equity of the mother brand, Fevicol’s creatives and TV campaigns, handled by advertising house Ogilvy & Mather, have further helped to reinforce the big idea about Fevicol’s bonding strength. For instance, the TV campaign for Fevicol Marine reiterates its strong bond in water with the tagline ‘Wahi mazboot jod, paani mein bhi’. In fact the creative strategy that O&M has employed for Fevicol is “to make bonding a Fevicol attribute,” and its advertising has used intelligent humour to convey this meaning. “Although Fevicol is not a consumer product, but it has managed to reach out to every Indian thanks to the brilliance and humour of the campaigns,” says Abhijit Avasthi, National Creative Director, O&M.

Thanks to Fevicol’s continuously innovative approach to own ‘bonding’ through a mix of communication strategies that are imbued with a touch of humour and come peppered with typical Indian flavour in catch phrases like “Dum laga kar haisa, zor laga kar haisya” and “Pakade rehna, chhodana nahi”, Fevicol today owns the territory of bonding seamlessly. Today everyone asks for ‘Fevicol’ and not adhesive. “Picking out simple events of life, marrying these with the brand’s message and picturizing it in such a manner that the audience can find a connect with the brand has been the philosophy of all the campaigns that we have done for Fevicol,” says Avasthi.

Thanks to its consistent quality, efficient distribution network and commendable CRM practices, Fevicol has been able to establish itself deep into the minds of consumers. It did not have much competition to start with and half a decade later it finds itself on an even stronger perch with a little help from its smarketing campaigns, which will likely keep it in the numero uno spot for many more years to come. Just like one of its TV ads with the tag line ‘Yeh Fevicol ka mazboot jod hai, tootega nahi’, which has been playing on the television for over two decades now, Fevicol’s overriding dominance in the glue market looks unshakable and unwavering.


Anirudh Raheja           
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