Pidilite (Fevicol)
The company behind Pidilite (Fevicol), with 11 confirmed deals on Monumentum.
Deals
Newest first, with what our re-check found on each source.
Ad film · 25 Aug 2026
Roff returned to television with an Ogilvy film set in a prison, where an inmate has to live with tiles that keep coming loose. The joke carries an awareness push in a tile-adhesive category most homeowners never think about.
Agency: Ogilvy India.
Ad film · 26 Sep 2025
An Ogilvy TVC in which a middle-aged couple's spat over a forgotten anniversary is patched up, literally and figuratively, with a Fevikwik fix.
Agency: Ogilvy India.
Digital/social · 1 Sep 2025
A digital-first, AI-powered campaign by Ogilvy that moved Fevikwik from instant repair to instant invention, evolving the old 'chutki mein chipkaaye' line into 'chutki mein kalakari' and giving users a tool to make things with.
Agency: Ogilvy India.
Experiential · 12 Aug 2025
An outdoor campaign built on a mural-style image of a man with a tile missing where his nose should be, captioned 'Roff se tile nahi lagaya? Naak Kat Gayi.' Ran across tile hubs, outdoor sites including Bandra in Mumbai, and cinema halls.
Agency: Ogilvy India.
Ad film · 3 Mar 2025
Amitabh Bachchan narrates, acts the husband and sings the jingle in a film marking 25 years of Dr. Fixit. Prasoon Pandey of Corcoise Films wrote the lyrics and directed.
Agency: Ogilvy India. Talent: Amitabh Bachchan.
Ad film · 26 Nov 2024
A TVC playing on the phrase crocodile grip to argue for specialised tile adhesive over ordinary cement, aimed at homeowners who never look at what sits behind the tile.
Ad film · 5 Jun 2024
A film follows two brothers whose lifelong musical partnership traces back to being stuck together with Fevicol as kids, built around the tagline 'Aisa Jode, Jodi Judi Rahe' and timed to the 100th birth anniversary of Fevicol founder Balvantray Kalyanji Parekh.
Agency: Ogilvy India.
Launch · 29 Feb 2024
A launch campaign for the Fevikwik Gel variant built on the idea that small mistakes deserve a chance to be put right.
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Digital/social · 30 Sep 2023
A digital film launching Fevicol Glue Drops around a child's birthday party where tape has wrecked the walls, showing the drops peeling off clean. Backed by an influencer push across digital touchpoints.
Agency: Ogilvy India.
Digital/social · 30 Sep 2023
A digital campaign for Fevicol Glue Drops, a new drop adhesive, built around a birthday party's decorations left in tatters by regular tape; positions the product as a mess-free way to decorate, backed by an influencer push across digital platforms.
Agency: Ogilvy India.
Experiential · 2 Apr 2023
A human-OOH activation at the Kila Raipur rural sports festival in Punjab, where men in Fevicol shirts walked the stands with stools stuck to them, playing on the seat-scarcity problem at the event and on the old 'Fevicol ka jod' line.
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