Communication Campaign on Fevicol

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Background & History
Since its inception in 1959, Pidilite has been a pioneer and market leader in Craftsmen Products, DIY (Do-it-Yourself) Products and Industrial Specialty Chemicals in India. Pidilite is amongst the leading companies of India and its brand "Fevicol, Steel grip, Acron, Dr. Fixit, Fevitite and M-seal" are amongst the most trusted brands of India. Product range of Pidilite includes Adhesives and Sealants, Construction and Paint Chemicals, Art Materials, Industrial and Textile resins and Organic Pigments and Preparations. Pidilite products conform to global quality standards and are exported to developing and developed countries all over the world. India’s Most Trusted Brand of ‘Adhesive Industry’

FEVICOL has been ranked no. 24 overall in the latest survey, “India 's Most Trusted Brand" in the country conducted by Brand Equity (Economic Times). Their ranking has improved by 7 positions compared to last year. (This report has been covered in the Brand Equity section of The Economic Times dated 30th May'07 ) In fact, when surveyed across different consumer segments, FEVICOL's domestic indispensability is evident, given that it is voted (17) by chief wage earners and (18) by housewives. And more achievements... 1.Amongst the different income group: Fevicol stands at an even handsome position of 14 in the income group Rs. 10001-15000 2.Across different town classes: Fevicol stands at No. 20 in Class 2 towns i.e. towns with population upto 5 lacs and in Calcutta city, Fevicol is ranked 17th. 3.Infact in the Eastern Zone - Fevicol is ranked as the 10th most trusted brand Bonding with the Customer:

Predictably wacky. Yet so unpredictable in its wackiness. That's the essence of Fevicol's advertising. The communication looks quite over-the-top, making perfect sense to the viewer. None of Fevicol's communication has been over-the-top or bizarre, In fact, Fevicol's communication proves that involving communication based on understanding the...
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