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MARKETING INITIATIVES

The year 2021-22 was another year of campaigns that forged deep emotional connect with consumers and end-users, while continuing to build new segments and categories. We launched new campaigns for Fevikwik and Fevistik and did an engaging association with 83 - The Movie. We also took the Dr. Fixit campaign that was launched in two states last year, nationwide. Our digital marketing initiatives in form of social media posts and videos tapped into topical trends in a fun and quirky manner and helped build brand love. Pidilite bagged 30+ advertising & marketing awards during the year including yet another EFFIE Gold for Fevikwik’s “Phenko Nahi Jodo” campaign and a Kyoorius Blue Elephant for Fevicol’s social distancing campaign.

ADVERTISING CAMPAIGNS

The Dr. FIXIT RANG ROGAN television campaign featuring Mr. Amitabh Bachchan highlighting the advantages of Dr. Fixit Roofseal Topcoat over ordinary paints, that was launched in two states last year, was aired nationally.

FEVISTIK launched a new campaign "Dil se chipkaoge to Dimag mein Chipkega" to build an emotional connect with its consumers. With fun activations and a new product pack, the campaign encouraged kids to “Learn by Doing”.

FEVIKWIK launched a social media campaign to celebrate clumsy people who often unintentionally break things by calling them ‘Fevikwik stars’. People shared thousands of stories about the Fevikwik stars in their lives.

Fevicol associated with one of the biggest Indian movies of the year - ‘83 – THE MOVIE’ to reinforce brand leadership.

SOCIAL MEDIA HIGHLIGHTS

FEVICOL, with its uniquely humorous take on
trends and topics, is now one of the buzziest
brands on social media.

This year, the brand’s social media posts on an event involving a major cola brand and a star footballer went viral with customers appreciating the brand’s smart take on the incident, that reinforced the brand promise of “mazboot jod”.

FEVIKWIK also delighted people on social media through its funny and quirky take on various events and occasions.

NEW INITIATIVES

A new brand identity – Dr. Cipy

CIPY Polyurethanes Pvt. Ltd, a floor coating company was acquired in 2018. In 2021, the Company, rebranded CIPY Polyurethanes as Dr. Cipy giving it a distinct Pidilite brand identity while retaining the core and expertise of its founder Dr Subash Cipy.

One Pidilite

The Company launched the first ever ‘One Pidilite Store’ – an experience centre to assist and educate customers about Pidilite’s solutions that can make the entire process of construction seamless and hassle free for them.

The Company also promoted ‘One Pidilite’ through a smart digital marketing campaign using quirky and interesting creatives to communicate the concept of “One Point Expert Connect” to the users.

Fevicryl Artshaala Masterclass

The Masterclasses provided the Fevicryl community a platform to learn from the best in the field of traditional art and craft, every month.

INTERNATIONAL
MARKETS EXPANSION

Pidilite East Africa Limited, a JV between Pidilite International Pte. Ltd. and Crown Classic, launched a range of modern tile-adhesives, grouts and water-proofing products under the Dr. Fixit brand in Kenya, Uganda and Rwanda.

Pidilite took Araldite (a range of epoxy adhesives it acquired in November 2020) to its key international markets in SAARC - Bangladesh, Nepal & Sri Lanka

AWARDS &
ACCOLADES

The year 2021-22 was a rewarding year for Pidilite as many of its brands won multiple awards across various categories.

At the Kyoorius Awards,
Pidilite bagged six awards!

Fevikwik Stars

Blue Elephants: 2
(Best online films)

Baby Elephant: 1
(Social media)

Overall Social Media Network

Baby Elephant: 1

Fevicol Social distancing campaign

Blue Elephant: 1
(Public service announcement by a brand)

Baby Elephant: 1
(Innovation experience activation)

Pidilite bagged five awards at the prestigious EFFIE this year including yet another EFFIE GOLD for the Fevikwik “Phenko Nahi Jodo” campaign and EFFIE BRONZE for the Fevicol “Yakshagana” under the category – ‘Other Products’.

Fevicol “Unni Da Bees” Campaign won over 10 awards including a Mobexx Gold for Mobile Advertising Excellence and the DMA Echo Asia Silver under the ‘Consumer Products and Services’ category.

Fevicol won the Gold at Campaign Digital Crest Awards for the best use of social media.