- Fevicol
Advert|date=December 2007
Fevicol, in existence since 1959 [cite web | url=http://www.domain-b.com/companies/companies_p/pidilite_ind/19991015pidilite_focus.html | title=Pidlite shifts Focus | author=domain-b | date=1999-10-15 | work=domain-b.com | accessdate=2007-02-01 ] , 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 [cite web | url=http://www.thehindubusinessline.com/2006/03/24/stories/2006032402001000.htm | title= Araldite unveils wood adhesive | author=The Hindu Businessline | date=2006-03-23 | work=thehindubusinessline.com | accessdate=2007-02-01 ] . For its advertising, Fevicol won aCannes Lions Silver award in 2002 [cite web | url=http://www.thehindubusinessline.com/bline/catalyst/2002/07/04/stories/2002070400100100.htm | title=Ogilvy's gold haul at Cannes | author=Sankar Radhakrishnan | date=2002-07-04 | work=thehindubusinessline.com | accessdate=2007-02-01 ] and has won several [http://www.adclubbombay.com/awards/ ABBY awards] [cite web | url=http://www.pidilite.com/company/history/awards.html | title=Awards & Accolades | author=pidilite.com | work=pidilite.com | accessdate=2007-02-01] .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." [cite web | url=http://www.ogilvyindia.com/work/fevicol.asp | title=Fevicol | author=ogilvyindia.com | accessdate=2007-02-01 | work=ogilvyindia.com]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 [cite web | url=http://www.dnaindia.com/report.asp?NewsID=1076153 | title=All in the Great Indian family | author=Mythili Chandrasekar | work=dnaindia.com] , jokes, or films. For instance, in the film [http://www.imdb.com/title/tt0406977 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." [cite web | url=http://www.thehindubusinessline.com/catalyst/2006/02/02/stories/2006020200050100.htm | title=Movie Moves | author= Sravanthi Challapalli | date=2006-02-02 | work=thehindubusinessline.com | accessdate=2007-02-01]References
http://en.wikipedia.org/wiki/Pidilite
External links
*Fevicol advertisements at www.pidilite.com [http://www.pidilite.com/advt-tvads.asp]
* [http://www.masalaads.com/free/categories.php?cat_id=23 Commercials of Fevicol]
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