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 Fevicolwale 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.
[edit] External links
- Fevicol advertisements at www.pidilite.com [1]
