ITV

Tag: Pidilite

  • Roff sticks the landing with cheeky ‘Naak kat gayi’ ad after India’s win

    Roff sticks the landing with cheeky ‘Naak kat gayi’ ad after India’s win

    MUMBAI: Talk about a pitch-perfect fix. Hours after India’s nail-biting win over Pakistan, Pidilite’s Roff slid in with a TVC that stuck just right. Extending its tongue-in-cheek ‘Naak kat gayi’ theme, the campaign gave fans a reason to chuckle as much as cheer.

    The quickfire ad was more than a lucky break. Roff had already laid the groundwork with a witty OOH campaign, rooted in cultural references that sparked chatter across social media and outdoor hoardings alike.

    Fresh off an active run during the Asia Cup, the tile-fixing brand ensured its latest dig landed with maximum impact, stitching humour into the high-voltage cricketing moment.

    By sticking to its signature quirk and timing the release to perfection, Roff once again cemented its place as a moment-marketing master, proving that sometimes the best way to unite India is not just through sport, but through shared laughter. 
     

  • KBC’s season 17 draws in marquee sponsors, Sony LIV ramps up play-along push

    KBC’s season 17 draws in marquee sponsors, Sony LIV ramps up play-along push

    MUMBAI: Kaun Banega Crorepati (KBC) is back for its 17th season, and the big brands are queueing up once again. Sony Entertainment Television and Sony LIV have rolled out the latest edition of India’s most iconic quiz show, hosted as ever by Amitabh Bachchan, with a line-up of sponsors as weighty as the prize money.

    Maruti has signed on as lead automobile partner, sweetening the stakes by giving away new cars to every Crorepati on the hot seat and to the overall Play Along winner. Hindustan Petroleum Corp Ltd (HPCL) has returned to underline its mass-market connect, while UltraTech Cement and Pidilite’s Dr Fixit have doubled down on their aspirational pitches to smaller cities and family households.

    All told, 15 brands from categories spanning automobiles, cement, home-building products, condiments, clothing, payment gateways and mouth fresheners have joined forces with the show this season. Their faith underscores KBC’s ability to deliver reach, recall and resonance across India.

    Sony LIV is once again pushing its “second-screen” play, with the return of KBC Play Along and the hugely popular Har Din Lakhpati feature. The format, which lets viewers answer questions live via the app, has turned KBC from a television property into a nationwide interactive event since debuting in 2018.

    Sony LIV, head of ad sales revenue Ranjana Mangla said KBC “has stood as a bedrock of consistency for advertisers—delivering unmatched reach, deep engagement, and a cultural resonance that few formats can claim.”

    HPCL’s CH srinivas hailed the programme’s “spirit of knowledge and the power of questions,” while UltraTech’s Ajay Dang called the Sony Liv tie-up “a once-in-a-lifetime opportunity” to cement aspirational journeys in tier 2 and 3 towns. Swati Jha of Pidilite added that both KBC and Dr Fixit “have been trusted companions in people’s lives” for more than two decades.

    With Sony LIV reporting over 100m app downloads and pushing an expanding roster of sports rights, films and originals, KBC remains its most bankable franchise—blending nostalgia, mass appeal and advertiser trust in equal measure.

  • Pidilite shuffles top deck, appointing Vats as MD and Singh as joint MD

    Pidilite shuffles top deck, appointing Vats as MD and Singh as joint MD

    MUMBAI: Pidilite Industries has announced a shake-up in its top brass, appointing Sudhanshu Vats as managing director and Kavinder Singh as joint managing director, effective from  10 April 2025. This move comes as Bharat Puri, who’s steered the company for a decade, steps down from his managing director role.

    The board expressed “deep appreciation and gratitude” for Puri’s “valuable contributions..”  Puri, who’s been at the helm since 10 April 2015, will transition to a non-executive and non-independent director role for a three-year term.
    Durai Babu Sreenivasan
    M.B. Parekh, executive chairman of Pidilite, waxed eloquent about Puri’s tenure, stating, “Pidilite has made substantial progress and created significant shareholder value during his term.” He also welcomed Vats and Singh, saying their appointments “will reflect the next phase of the Pidilite leadership journey.” 

    Meanwhile, in a separate announcement, the company also appointed Durai Babu Sreenivasan as chief business officer (industrial products –  IP), effective from 1 April  2025. Sreenivasan, a seasoned sales and marketing veteran with over 31 years of experience in the adhesives sector, joins Pidilite’s senior management team. He’s had stints at Henkel Adhesives Technologies, Raghavendra Chemicals, and Delta Forge., and holds an MBA in Marketing from Annamalai University.

  • Fevicol sticks its name on Mumbai metro station in branding coup

    Fevicol sticks its name on Mumbai metro station in branding coup

    MUMBAI, 13 March 2025 – In a brilliantly adhesive marketing move, Pidilite Industries has slapped its iconic Fevicol brand onto Marol Naka Metro Station, permanently bonding itself to one of Mumbai’s busiest commuter hubs.

    The station, now officially dubbed Fevicol Marol Naka, marks the first time the adhesive giant has glued its name to public infrastructure, creating an unmissable presence in a location that sees millions of Mumbaikars pass through its gates daily.

    The  rebrand coincides with what would have been the 101st birthday of Pidilite’s founder, the late Balvantray Kalyanji Parekh, whose first manufacturing facility stood a stone’s throw from the station – a connection that company bigwigs were keen to cement.

    “At Pidilite, we believe in building lasting bonds,” said managing director Bharat Puri in what must surely rank as the most on-brand statement ever delivered. “This initiative brings immense pride to our employees who frequent this station daily.”

    The station makeover, which reportedly cost Pidilite a packet that would make even Mumbai’s eye-watering property prices look reasonable, includes playful artwork featuring the brand’s legendary humorous advertisements that have stuck in the nation’s collective consciousness for decades.

    branding metro

    For commuters accustomed to Mumbai’s famously packed trains, the irony of being sandwiched together in carriages sponsored by the country’s most famous adhesive won’t be lost.

    Madison’s outdoor media specialists MOMS orchestrated the deal, with CEO Jayesh Yagnik noting that metro stations offer brands  “an effective and meaningful targeted audience.” 

    Times OOH –  which is the the sole concessionaire of Mumbai Metro Line1 –  COO Rohit Chopra was quite cock-a-hoop about the station branding. Said he: “ Times OOH is committed to delivering impactful brand experiences through high-visibility transit media solutions. We are confident that this station will prove to be a valuable addition to the brand’s marketing initiatives.”

    Industry insiders suggest this high-visibility gambit could trigger a rush of copycat deals, as brands scramble to paste their identities onto Mumbai’s expanding metro network before the best stations are taken. Chopra is  surely going find himself busy fielding proposals. 

    For now, Fevicol has ensured that its relationship with Mumbai’s commuters will be exactly what its products promise: impossible to separate.

  • Marketing maestro Varun Thakar lands top brand gig at Razorpay

    Marketing maestro Varun Thakar lands top brand gig at Razorpay

    MUMBAI:  High-flying marketing strategist Varun Thakar has nabbed a plum position as director of brand marketing at fintech powerhouse Razorpay, after catapulting travel major Cleartrip into the second spot in India’s cutthroat online travel market.

    The Cannes Lion winner, who took up his new role this month, brings a blistering track record of brand transformations and marketing wizardry to the payment processing giant.

    During his three-year stint at Cleartrip, Thakar worked marketing miracles, masterminding a spectacular brand relaunch that sent top-of-mind awareness rocketing. 

    The marketing maverick, who wielded a hefty budget at Cleartrip, orchestrated the company’s first-ever big billion day campaign, roping in celebrities for a multi-channel blitz that delivered the brand’s highest-ever share of voice.

    “Thakar’s magic touch was evident in the wildly successful #ORTRAVELONCLEARTRIP campaign, which saw brand mentions surge by an eye-watering 2000  per cent,” said an industry observer.

    Before making waves in the travel sector, Thakar cut his teeth at beverage behemoth AB InBev, where he drove Budweiser’s brand power growth to record levels and spearheaded four 360-degree campaigns with a wallet-busting budget.

    The Goa Institute of Management alumnus also spent five years at adhesives giant Pidilite, managing its pipe joining portfolio  and delivering impressive top-line revenue growth.

    As Razorpay looks to cement its position in India’s digital payments landscape it will  be banking on Thakar’s proven knack for sticking his brand messages where they count and brewing up advertising campaigns that leave competitors feeling distinctly flat.

  • Nick x Fevicreate Idea Labs secures top honours at ANN Awards 2024

    Nick x Fevicreate Idea Labs secures top honours at ANN Awards 2024

    Mumbai: Fevicreate Idea Labs, Pidilite’s annual art and craft competition in partnership with Nick, won the prestigious ANN Award for Best Live Action Program” in the Kids category. Partnering with Nick places brands at the forefront of kids’ entertainment, ensuring unmatched engagement and visibility. Nick’s expertise in connecting with young audiences makes it the ultimate destination for brands looking to build saliency in the kids’ market. As a fellow kids-first brand, Pidilite integrates play and learning into its core values, offering products that inspire imagination while imparting valuable skills. Collaborative initiatives like Fevicreate Idea Labs showcase that a deep understanding of children’s interests and preferences can elevate a brand’s presence and impact.

    Aired on Nick, Sonic and JioCinema, the Kids’ network ensured that the show was out there through a multi-channel marketing blitz including on-air, digital and social media touchpoints. This partnership not only facilitated the creation of a unique, interactive experience but also led to the highest reach ever achieved for a branded content piece in the kids’ category. The competition provided young talents with a platform to showcase creativity and innovation with groundbreaking projects centred around themes such as Marine Life and Space Exploration. This initiative, produced in collaboration with Prisha Arts and facilitated by Madison, offered children across the nation a unique opportunity to innovate and express themselves using Pidilite’s renowned products. With over 1.5 lakh students participating, the show’s recognition underlines its successful blend of art, science, and education.

    Commenting on the win, Viacom18 business head of kids TV Network Anu Sikka said, “We are thrilled that Fevicreate Idea Labs has won the prestigious ANN Award. This recognition comes on the back of the deep synergy between Nick and Pidilite, showcasing how our partnership goes beyond traditional television to deliver out-of-the-box innovation. We excel in providing solutions across various brand categories through a kids-first lens, addressing unique challenges and elevating brand experiences. By leveraging the immense popularity of Nick Toons like Chikoo Aur Bunty, we’ve successfully brought this IP to life, setting a new benchmark in kids’ programming.”

    Pidilite senior vice president of consumer products business Kashyap Gala “At Fevicreate, we wholeheartedly support the concept of ‘learning by doing.’ School boards and NEP guidelines advocate for ‘Art-Integrated Learning,’ emphasizing that more learning should take place through art and craft. We are elated that the Fevicreate Idea Labs initiative has been recognized with the ANN Award for Best Live Action Program. This achievement validates our commitment to nurturing creativity through the perfect blend of art, craft, and science. Partnering with Nickelodeon allowed us to reach countless young creators, and this recognition further boosts our efforts to inspire and empower the next generation of innovators. We look forward to continuing this exciting journey.”

    Madison COO Vandana Ramkrishna said “Winning the ANN Award for Best Live Action Program is an incredible honor for Fevicreate Idea Labs and the entire team involved. At Madison, we take great pride in working on projects that make a difference, and this recognition is a testament to the synergy between Pidilite, Nickelodeon, and ourselves. The success of this initiative not only highlights the impact of our efforts but also motivates us to push the boundaries of creative programming for kids in the future.”

  • Fevicreate Idea Labs 2024 Art & Craft Competition: Winners announced

    Fevicreate Idea Labs 2024 Art & Craft Competition: Winners announced

    Mumbai: Pidilite, through its Fevicreate initiative, proudly announces the winners of the Fevicreate Idea Labs Annual Art & Craft Competition 2024. This national event, which combines science with art and craft, drew participation from over 1.3 lakh students representing 500+ schools across India, showcasing groundbreaking projects in Space Exploration, Endangered Species & Conservation, and Ocean Life.

    In its fourth year, the competition invited 16 finalists to Mumbai for the final round, where they competed live using a variety of art and craft materials, including Fevicreate boxes filled with Pidilite products. The themes were Marine Life for ages 9-14 years and the Solar System for ages 5-8 years. Projects were judged on creativity, innovative use of materials, scientific principles used, adherence to the theme, and overall presentation. Padma Shri Mylswamy Annadurai, an esteemed Indian space scientist and former ISRO Director, served as the chief jury member. Kashyap Gala, Senior Vice President of Consumer Products Business at Pidilite was also present at the event as a jury member.

    Winners in the 5-8 years or the ‘Little scientists’ age group include Hetvi Vaswani from MPS International, Jaipur, Rajasthan, and Bhani Gupta from St. Marks Senior Secondary Public School, Delhi, who both secured first place. Rama Anannya from Sri Chaitanya School Ameerpet, Hyderabad, Telangana, won second place, while Devanshi Sehgal from D.A.V High School, Ambala, took third place. In the 9-14 years ‘Young Innovators’ age group, Harshita Nopani from St. Xavier’s High School, Bilaspur, Chhattisgarh, claimed first place. Kanithi Swathi from D.A.V Centenary Public School, Vizag, Andhra Pradesh, secured second place, and Ifra Siddique from National English School, Kolkata, West Bengal, took third place.

    The final round was covered in episodes aired on prominent Viacom 18 network channels, Nickelodeon and Sonic. They will also be available on Jio Cinemas after June 24th.

    ISRO former director Padma Shri Mylswamy Annadurai expressed, “As a jury member of the Fevicreate Idea Labs competition, I am truly inspired by the creativity and ingenuity displayed by these young minds. At a time when education is evolving, it’s crucial to embrace the ‘learning by doing’ philosophy to drive STEM education. This competition exemplifies how art and science can come together to spark innovation and curiosity to approach and solve a given problem. The projects presented by these talented students are not only impressive but also a testament to the power of hands-on learning. I congratulate all the participants and winners for their remarkable efforts and encourage them to continue exploring and innovating.”

    Pidilite senior vice president of consumer products business Kashyap Gala remarked, “At Fevicreate, we wholeheartedly support the concept of ‘learning by doing.’ Today’s bright and curious minds thrive on challenges, and educators are continuously seeking innovative ways to teach them. School boards and NEP guidelines advocate for ‘Art-Integrated Learning,’ emphasizing that more learning should take place through art and craft. Fevicreate is dedicated to fostering this approach. The 16 creative young minds selected from across 65 cities and 1.3 lakh students are a testament to our commitment to ‘learning by doing.”

    Commenting on the association, Viacom18 Business head of Kids TV Network Anu Sikka said “Nick, as the ultimate destination for kids’ entertainment, is thrilled to join forces with Pidilite, the leader of arts and crafts innovation, for the innovative Fevicreate Idealabs Finale event. Nick’s extensive reach and influence in the children’s entertainment sector enable partner brands to connect with kids on a large scale, providing unique opportunities for collaboration. We are constantly seeking partnerships that enhance creativity and encourage exploration and learning. This contest embodies our dedication to nurturing the imaginative minds of tomorrow and offers a platform for Pidilite to showcase its innovative products to a broad, engaged audience.”

    Top winners received scholarships of Rs 1 lakh, Rs 75,000, and Rs 50,000 for first, second, and third places, respectively. Additional awards included runner-up prizes, trophies, certificates for schools with high participation, 22 city-level winners and special hampers for top students from schools with over 200 participants.

  • Pidilite elevates Vishal Malhan as president-sales & marketing

    Pidilite elevates Vishal Malhan as president-sales & marketing

    Mumbai: Pidilite Industries Limited has promoted Vishal Malhan as president- sales and marketing. According to Malhan’s LinkedIn profile, he was promoted in March.

    Prior to taking charge of his new position, he was serving the company as vice president- international business where he was responsible for business development in SAARC & SEA and marketing function for business in Africa, MiddleEast, SAARC and SEA.

    He has been associated with the brand for over 24 years. He joined Pidilite back in 1998 as a management trainee. Over the years, he has been promoted ten times and has reached the position of president- sales and marketing.

    In a career stint ranging across two decades, he has helped strengthen Pidilite’s presence on the marketing front. Malhan is a specialist of strategic initiatives, business development, brand management, product development, media management, and trade management.

  • Pidilite’s Vivek Sharma joins as marketing advisor for Fixcraft

    Pidilite’s Vivek Sharma joins as marketing advisor for Fixcraft

    Mumbai: Fixcraft appointed Vivek Sharma as marketing advisor to accelerate the company’s growth through marketing excellence and brand building.

    Sharma has been a part of the industry for 32 years. He brings on board a unique experience of business and brand development across FMCG, healthcare, lighting, consumer durables and home improvement, encompassing B2C, B2B and B2G.

    For seven years, Sharma served as a chief marketing officer at Pidilite. During his long stint with Pidilite, he was responsible for marketing planning, implementation and brand development for all divisions, corporate brand, innovation and marketing talent development across the organisation.

    He was also the vice president Indian sub-continent at Philips India Ltd. He held many senior positions across various organisations such as Cadbury (now Mondelez), Ogilvy advertising and MIRC electronics (ONIDA).

    According to a media report, Sharma said, “Fixcraft is looking at a huge untapped opportunity for quality and reliable car repair and service that exists between authorized workshops and neighbourhood garages. I see here a vacant space to build a trusted brand that takes full accountability for its service and creates consumer delight. The journey in building the business and brand Fixcraft with the young team is surely going to be exciting.”

    Sharma regularly teaches and delivers marketing lectures at premier B schools like IIMs, ISB and SPJIMR. He holds a Post Graduate Diploma in Management from Indian Institute of Management (IIM), Bangalore and Bachelor of Technology from Indian School of Mines (now IIT, Dhanbad).

    “We at Fixcraft are building a reliable brand which is accountable for the service delivery to consumers by owning the end-to-end execution of repair in company owned service centers. With Vivek joining hands with us as a marketing advisor, we are sure that we will be able to take this promise to all consumers PAN India in a very effective manner and our brand position will help us service more and more consumers who are looking for a trustworthy service provider,” Vivek Sharma, Founder and CEO Fixcraft said in the media report.