big ideabrand j o urne y f e v i c o l 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 Over 50 years of sticky success 30 4ps BUSINESS AND MARKETING 15 february - 14 march 2013 Anirudh Raheja F our years ago, Pidilite Industries, the largest adhesive manufacturer in India, celeberated 50 years of enduring success of its Fevicol brand. These past five decades have been a magical journey for the brand, which is the largest selling adhesive in Asia with a presence in over 50 countries. Not only has Fevicol become synonymous with glue in India, its extensions such as Feviquik, Fevistick, Fevitite are being used in schools, offices, households and do-it-yourself segments, making the brand a part of every Indian’s vocabulary. From the school-going kid who uses the Fevicol adhesive for his arts and crafts lessons to the neighbourhood carpenter who considers Fevicol his best friend, the brand has come to forge an inseparable bond with people who influence the product – consultants, builders, architects and carpenters. So it’s not surprising that even the latest Bollywood blockbuster Dabaang 2 has an item song, whose lyrics “Chipka Le Saiyan Fevicol Se” seems like a paean to the bonding strngth of Fevicol. But the manner in which a utilitarian product transformed itself into becoming one of India’s top brands is a fascinating saga of brand journey, which Fevicol has traversed over the last five decades. The first stretch of this journey began in 1954 when Pidilite founder Balvant Parekh started out as a small trader. He and brother Sushil, who is Pidilite’s Vice Chairman, took to manufacturing pigment emulsions that were used for textile printing. At that time these had to be imported and cost much time, money and effort. In 1959 the brothers spotted an opportunity to make synthetic glue to replace the natural glue that carpenters were using at the time. The Parekh brothers figured they would have a ready market if they could make a cheaper product locally. Thus was born Fevicol. For the first 5-7 years the challenge before Pidilite was to make Fevicol the most preferred glue for making furniture. As the trade was used to glues based on natural products, selling a synthetic glue was a difficult proposition, which required patient working with the end users. Fevicol also had to contend with some other small-scale local manufacturers of white glue and multinational brands like Movicol (currently From a utilitarian product Fevicol transformed itself into becoming one of India’s top brands discontinued). These products were marketed through hardware stores and timber marts. In order to wean away end-users from natural glues and other synthetic adhesives available at the time, Fevicol embarked on a bold marketing game plan. Instead of selling through stores, Fevicol approached carpenters directly. This direct marketing initiative was one of the most successful strategies employed by the company and helped the brand gain a strong foothold in the white glue market. With its signature white and blue packing, Fevicol was marketed directly to consumers (majorly carpenters) against competitors like Movicol, which were only available at hardware stores. And it has been a continuous evolution of retail strategies with product line extensions and packaging transition that have scripted the success story for Fevicol and helped it become a generic household name in the white glue category. One of the USPs of the brand has been its ease of application. Back in 1970, a 30-gram collapsible tube was launched as a part of Fevicol’s first product line extension, followed by numerous user-friendly packings that have kept the process of reinvention on. This was again a smart strategy in view of the fact that the cost of adhesive comprises only 1%-2% of the entire furniture’s cost, and so the major challenge before the brand was to make carpenters understand the need for using a quality product. This process of engagement with end-users, which Fevicol has achieved over the years by introducing a series of programs for carpenters, has helped it build a strong relationship with them. The company introduced Fevicol Furniture Books which showcased furniture designs with illustrations and measurements. These books helped enlighten carpenters on new styles and trends in the furniture market, apart from building awareness for the brand. The Fevicol Champion’s Club (FCC) was another initiative introduced by the company. It served as a platform for carpenters to increase their social contacts and be part of a social network. These initiatives in turn have ad- 15 february - 14 March 2013 4ps BUSINESS AND MARKETING 31 Fevicol’s overriding dominance in the glue market looks unshakable and unwavering. In order to maximize the brand’s recall factor.137. Through repackaging. Fevicol commands a 70% market share in in the white glue segment. handled by advertising house Ogilvy & Mather.” As a flagship product of the Rs. etc. 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. Just like one of its TV ads with the tag line ‘Yeh Fevicol ka mazboot jod hai. O&M. and the current phase is about developing new and innovative variants. Thanks to its consistent quality. Fevicol has lots of interesting tie-ups with the industry by way of sponsorships. then glue-sticks (Fevistick). M-Seal and others.” says Abhijit Avasthi. the brand became available in tubes. This phase continued from 1959 to the mid 1980s. Fevicol’s latest variants include Marine Fevicol (launched in 2010) and Fevicol SpeedX (2012). but it has 32 4ps BUSINESS AND MARKETING 15 february . chhodana nahi”. tootega nahi’. “Picking out simple events of life. Fevicol’s creatives and TV campaigns. Around this time. Says Vishal Malhan.” and its advertising has used intelligent humour to convey this meaning. For instance. have further helped to reinforce the big idea about Fevicol’s bonding strength. Fevicol today owns the territory of bonding seamlessly. which helps them break out of the clutter and entertain viewers dressed a dual purpose for the company – it has kept updated the TG’s knowledge and helped refresh their awareness about the brand itself. product demonstrations. “Although Fevicol is not a consumer product. In fact the creative strategy that O&M has employed for Fevicol is “to make bonding a Fevicol attribute. 4Ps AD 15 february . Fevicol. The brand has never lost sight of the fact that it must stay relevant through constant repackaging and introduction of new variants. Chief of Marketing. which has been playing on the television for over two decades now. Fevicol Glue Drop and other usage-friendly versions.72 billion Pidilite Industries. or till the late ’80s.14 march 2013 managed to reach out to every Indian thanks to the brilliance and humour of the campaigns. As such the ever-familiar blue and white tub of Fevicol has witnessed the introduction of new variants at regular intervals. zor laga kar haisya” and “Pakade rehna. which will likely keep it in the numero uno spot for many more years to come. the first 30 years were all spent on winning the trust of applicators and consumers. “Fevicol Marine provides very strong and durable bond even when exposed to water while SpeedX is a quick drying adhesive that saves time and enhances productivity.14 March 2013 4ps BUSINESS AND MARKETING 33 . 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. All Fevicol ads have a tinge of humour to them.” says Malhan. the TV campaign for Fevicol Marine reiterates its strong bond in water with the tagline ‘Wahi mazboot jod. In the industrial space. Fevicol has been able to establish itself deep into the minds of consumers. we also started offering more specialized variants to the consumers. Today over 40% of Pidilite’s turnover comes from Fevicol while the rest comes from its other brands such as Ranipal. Not Fevicol. training programmes. efficient distribution network and commendable CRM practices. While these variants have helped to successfully create niche adhesive categories besides strengthening the overall brand equity of the mother brand.” says Avasthi. Today everyone asks for ‘Fevicol’ and not adhesive. paani mein bhi’. “In the 53 years of Fevicol’s journey in India. 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. The brand has also spawned off subbrands comprising other products such as Fevicryl (arts and crafts products) and Fevikwik (instant glue). National Creative Director. Then the next 20 years were all about building the proposition and owning the proposition of bonding – from the 1990s to 2010.big idea brand j o urne y f e v i c o l Pidilite’s sales break-up (FY12) Adhesives lead by a big margin 51% 20% 8% 6% 8% 7% Adhesives & Sealants Constructions & Paints Art materials and others Industrail resins Industrial adhesives Organic pigments and preparations Source: Company reports A print ad shows how eggs joined by Fevicol are unbreakable. Such a formidable grip on market share would make any brand preen with pride and act smug. of building trust. you are selling in tier 2 & 3 cities. learning from the experience of Fevicol Marine. The next challenge is going to be how effectively we make use of it to reach out to people. or till the late ’80s.14 March 2013 4ps BUSINESS AND MARKETING 35 . That describes the journey Fevicol had for first 30 years and for the next 20. But as far as adhesives are concerned. Obviously the association with Fevicol makes our work much easier in extending the portfolio as the brand symbolises trust and quality. we had come out with the campaign showcasing the bonding strength of Fevicol even when furniture is exposed to water. Ashish Kumar Vishal Malhan Chief of Marketing. whom we may have have missed out on so far. So what are your plans now in terms of distribution logistics? We are present in more than 60. In this manner we have been able to cover more than 5. In fact. So what are your plans for taking the brand into the future? Fevicol is now a 53-year-old brand. So. we would like to continue the strategy of offering superior and specialised variants under the Fevicol name” How has Brand Fevicol evolved over the years has this evolution strengthened the brand’s key attributes? We have always found innovative ways to tell people that Fevicol is the ultimate adhesive. In the last one year the business for Fevicol SpeedX has grown three times in less than a year of its launch. But the mother brand remains most critical to our business and you will get to see a lot of initiatives and a lot of creative work happening on the mother brand in the days ahead. which have appealed to everyone and has helped us in owning this proposition of bonding. we have adopted the approach of strengthening the brand and at the same time offering more specialised variants to consumers. which gives you the same bonding strength of Fevicol but at a much faster speed. The specialised offerings seem have worked well for the mother brand. The first 30 years. Are you also thinking of leveraging the Fevicol brand for launching more new extensions? I agree that specialised offerings have worked well for us. was all about winning the trust of consumers.14 march 2013 fully established itself as the first choice in the adhesive market. We have formed a separate team. We are now very conscious of the role played by social media and that is something which is now part of our media mix going forward.000 outlets across the country. Thanks to the quality of the product. AD What’s the difference in your marketing mix now as compared to the 1950s or the ’60s? Fevicol today has become part of our popular culture so it is not only about advertising.big idea brand j o urne y f e v i c o l “we will offer more specialised fevicol variants” fevicol is now part of the public consciousness but is not sitting on its laurels. in fact. Fevicol has success- 34 4ps BUSINESS AND MARKETING 15 february . And we have also formed a separate vertical. which connects all the markets with a population of less than 10. The next 20 years were all about building the brand proposition. continued from 1959 to the mid 1980s. 4Ps 15 february . that is something we would not like to change even when we are diversifying into offering new solutions. Fevicol SpeedX was introduced in 2012. we would like to continue the strategy of offering superior and specialised variants under the Fevicol name. The brand is ready for the future and will launch more niche products. Starting with Fevicol Marine in 2010. Three years down the line the sales of Fevicol Marine has shot up by nine times.000. which is helping us now to reach to markets which have a population size of less than 10. This phase. But the next challenge is how to reach beyond tier 2 & 3 markets. Fevicol has made initiatives. Fevicol “As far as adhesives are concerned. Your reach is pan-India now – you are present in rural India. which lasted from the 1990s to 2009/2010. since the time we started investing on brand building. Thereafter.000.000 such markets apart from the mainline cities. Similarly. Many campaigns and ads take the path of controversy when they are released in order to grab eyeballs. Ogilvy as well as Fevicol believe in keeping people laughing. Be it the television ads. What have been the challenges in working with such a brand? Of course. Can you share some of the more memorable anecdotes and incidents that you came across during this long lasting relationship with the brand? There are many incidents to share. With every passing campaign. But ogilvy & Mather has been doing just that for fevicol Ashish Kumar Abhijit Avasthi National Creative Director – O&M “The ads are not just humorous but they also have an accompanying sensibility that help to better appreciate and understand the message” Please tell us about your agency’s association with brand Fevicol and how fruitful has been this relationship? We have been associated with Brand Fevicol for the last 35-40 years and it has been a fantastic experience working for the brand all these years. you need to applaud the courage shown by the client. For instance it happened when we were returning from Jaisalmer after shooting for Fevicol’s bus ad. have you made any changes in the way these campaigns are designed? We believe that the most important part of any campaign is the idea behind it. But a viewer has to make the final interpretation on his own.big idea brand j o urne y f e v i c o l “Humour in the message helps consumers connect to Fevicol” coming up with innovative and humorous ad campaigns year after year is not an easy job. The idea gets adapted according to the medium. marrying these with the brand’s message and picturizing it in such a manner that the audience can find a connect with the brand’s message has been the philosophy of all the campaigns that we have done for Fevicol. Wherever I go. They have always encouraged us to do stuff. when people get to know that I work for TVCs of Fevicol and they always come up with their own suggestions. The fundamental approach does not change with the medium. To be able to make people laugh and surprise them year after year is not easy. On the other hand. Fevicol has managed to ensure a high recall value for the brand even in today’s highly competitive environment and in spite of belonging to a largely B2B product category. Similarly. this becomes tougher. The ads are not just humorous but they also have an accompanying sensibility 36 4ps BUSINESS AND MARKETING 15 february . which was out-of-the box. but it has managed to reach out to every Indian. Our creatives and campaigns for Fevicol have brought a lot of fame and acclaim for Ogilvy & Mather. The security in-charge at the airport discovered my profile and he said that he has an idea for the Fevicol ad. With the evolution of things like social media and other tools of communication. offering suggestions on these TVCs. thanks to the brilliance and humour behind the campaigns. Fevicol has always used humour to reach out to the audience. How do you explain its success? There are multiple reasons for the success of Brand Fevicol. This is why we have managed to surprise as well as charm the audience every time we come out with a new campaign. the same brief has been followed. Picking out simple events of life. First of all. 4Ps . We believe that this way consumers remember the brand better. Some people thrive on controversy and some others don’t. These are some moments which make you realize the value of your work. radio voice-overs or billboards. But the most amazing thing about Fevicol is that everybody in the country has a fair idea of Fevicol’s TVCs.14 march 2013 that help to better appreciate and understand the message. there are challenges. What is your take on this? These are some very subjective areas. we receive a lot of mails every day. Although Fevicol is not a consumer product. The campaigns have also done extremely well for building Brand Fevicol over the years.