Fevicol
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Fevicol is a brand of adhesives owned by the Indian company Pidilite. It is one of the largest selling adhesives brand in Asia.
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[edit] Pidilite
The first white glue was introduced in India in 1959. The brand was originally launched as an easy-to-use glue for carpenters. An extensive range of consumer, craftsmen, engineering and industrial adhesives were also introduced under the Fevicol brand name. Before Fevicol came to the production line, adhesives were usually made from animal fat, colloquially known as Saresh. These adhesives had to be boiled before application. The fumes that emanated from the process of boiling emitted a very bad odor. Fevicol changed all this. Fevicol is marketed in 54 countries worldwide. In India alone it is available at over 50,000 stores across the country.
[edit] Product description
Fevicol is a polysynthetic resin adhesive. It can be used in bonding various materials, where one of the surfaces to be bonded has to be porous. Fevicol strongly binds wood, plywood, laminate, veneers, MDF and all types of boards, cork etc. It is also used in sport goods manufacturing and book binding. The bond gives handling strength in 8 to 10 hours and cures fully in 24 hours.
Owing to the success of Fevicol, the company launched several extensions to the brand, like Fevikwik, Fevistik, Fevicryl, Fevibond and others.
Pidilite also has developed hi-tech versions of Fevicol White glue:
- Fevicol Marine
- This product has been introduced to bonding's which are exposed to high humidity and/or water. This product can resist under water for more than 48 hours and 1 hour in boiling water.
- Fevicol Speedx
- This product is used to bond things very quickly where time is very precious. It binds itself in 2 hours.
[edit] Other initiatives
- Furniture Books
- Fevicol Furniture Books have been quite popular among carpenters and households ever since the first issue was launched in 1989. These books showcase furniture designs with illustrations and measurements, and help enlighten carpenters on new styles and trends in the furniture market.
- Fevicol Champions Club
- The Fevicol Champions Club (FCC) serves as a platform for carpenters to increase their social contacts and be part of a social network. Through various club activities, carpenters were encouraged to uplift their lifestyles. In the past, the FCC has organised free dental check-ups, blood donation camps on Independence Day, Jud jaayen tyohaar par during Diwali, and others.
- Pidilite Knowledge Series
- Pidilite Knowledge Series (PKS) draws leading Architects and Interior Designers across the country and provides them a platform to share knowledge.
- Pidilite Award For Excellence (PAFE)
- Pidilite Award for Excellence (PAFE) is another initiative that is growing its wings across the country to recognize outstanding budding talent from over 210 Interior Designing and Architectural colleges.
- Pidilite Info Series
- To engage with the future Architects & Interior Designers, Pidilite Info Series has been initiated where the company presents its range of products in various Architecture and Interior Designing colleges through an interactive session.
[edit] Brand equity
Fevicol was ranked No. 1 in the Household Care segment of the Most Trusted Brands in India for 2007-08 by Brand Equity (The Economic Times) and overall has been ranked the 20th Most Trusted Brand. Pidilite, the makers of Fevicol, rank 131st among India’s Top 500 listed companies, including those in the private and public sector (ET 500, published by the Economic Times in March 2007)
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Pidilite occupies around 90% of total adhesives market share in India.
[edit] Advertising
One of the main reasons for Fevicol's popularity is the creative marketing strategy, including successful advertising campaigns created by Ogilvy & Mather.[1]
[edit] Fevicol in popular culture
In India, "Fevicol" is commonly used as a metaphor for strong bonding or stubborn stickiness. There are references galore in Bollywood movies, topical jokes and even everyday conversations. For instance, in the movie Masti (2004) the character played by actor Vivek Oberoi remarks about a female character as – "Itni badi chipku hai ki Fevicol wale ise sponsor kar denge." Coolie No.1 (1995), Awara Pagal Deewana (2002) , Tarzaan the Wonder Car (2004), Golmaal Returns (2008), Joru Ka Gulam (2000) and Lajja (2001) are just some of the others that have references to Fevicol.
Catch phrases from popular Fevicol TV ads like "Dum laga kar haisya, zor laga kar haisya"; "Fevicol ka majboot jodh hai, tootega nahi"[2] and "Pakade rehna, chhodana nahi" are also used in day-to-day conversation. Fevicol and the other brands from Pidilite have received more than their share of space in the media as well.
[edit] References
- ^ Prasad, Prakriti (26 August 2005). "Fevicol goes to Egypt". ppRediff.com. http://inhome.rediff.com/money/2005/aug/26fevicol.htm. Retrieved 2009-06-28.
- ^ Shukla, Tanvi (11 June 2008). "It's the pitch that keeps Fevicol's stickiness alive". DNA Money. http://sify.com/finance/fullstory.php?id=14692172. Retrieved 2009-06-28.
