Fevicol

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Fevicol, in existence since 1959^[1], is a brand of adhesives, manufactured and marketed by Pidilite Industries Ltd .

According to Pidilite Industries Ltd. the Fevicol brand enjoys upwards of 60% market share of the adhesive market in India^[2]. For its advertising, Fevicol won a Cannes Lions Silver award in 2002^[3] and has won several ABBY awards^[4]. Ogilvy & Mather, the advertising agency responsible for the brand's advertising claim, "From the physical aspects of the word to the metaphorical manifestations - 'Fevicol is Bonding and bonding is Fevicol' in the mindspace of people at large."^[5]

[edit] Fevicol in popular culture

It is not uncommon for the brand name to be used as a metaphor to suggest a strong bond in informal conversations, writing^[6], jokes, or films. For instance, in the film Masti (2004), Meet Mehta, the character played by Vivek Oberoi remarks,

"Itni badi chipku hai ki Fevicol wale use sponsor kar denge."

Loosely translated from Hindi as,

"She is so hard to get rid of that the people responsible for Fevicol would sponsor her."^[7]

[edit] References

^ domain-b (October 15, 1999). Pidlite shifts Focus. domain-b.com. Retrieved on 2007-02-01.
^ The Hindu Businessline (March 23, 2006). Araldite unveils wood adhesive. thehindubusinessline.com. Retrieved on 2007-02-01.
^ Sankar Radhakrishnan (July 4, 2002). Ogilvy's gold haul at Cannes. thehindubusinessline.com. Retrieved on 2007-02-01.
^ pidilite.com. Awards & Accolades. pidilite.com. Retrieved on 2007-02-01.
^ ogilvyindia.com. Fevicol. ogilvyindia.com. Retrieved on 2007-02-01.
^ Mythili Chandrasekar. All in the Great Indian family. dnaindia.com.
^ Sravanthi Challapalli (February 2, 2006). Movie Moves. thehindubusinessline.com. Retrieved on 2007-02-01.

http://en.wikipedia.org/wiki/Pidilite

[edit] External links

Fevicol advertisements at www.pidilite.com [1]
Commercials of Fevicol

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