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Tag: Pidilite Industries Ltd

  • Dr. Fixit walks the talk with Warkaris at Pandharpur Wari

    Dr. Fixit walks the talk with Warkaris at Pandharpur Wari

    MUMBAI : Dr. Fixit, the waterproofing solutions brand from Pidilite Industries, brought its credo of “Geela hai bahar, sukha hai andar” to life during Maharashtra’s revered Pandharpur Wari. In a gesture that blended brand purpose with cultural resonance, the company introduced custom-built walking roofs and mobile shelters to shield thousands of Warkaris from the monsoon downpour along their spiritual trek.

    The mobile roofs, each measuring 8×10 feet, moved with the devotees, while rest shelters dotted the route, offering dry, safe havens for weary pilgrims.

    Pidilite Industries Ltd. CMO Sandeep Tanwani shared, “At Pidilite, we believe our brands must connect with people, moments, and emotions in a meaningful way. Our initiative during the Pandharpur Wari reflects that belief. By walking with the Warkaris and providing shelters, we’ve aimed to support their journey in an unobtrusive yet meaningful manner, deepening our relationship with the community.”

    With over 25 years of waterproofing expertise and more than 1,000 crore sq. ft of protected structures, Dr. Fixit has extended its promise beyond homes — to the very people who make Maharashtra’s cultural heartbeat.

  • Fevicol sticks to fun with a new twist on glue-tube design

    Fevicol sticks to fun with a new twist on glue-tube design

    MUMBAI: Stick it like a pro, play it like a kid. Fevicol MR, the glue that generations have grown up with, just got a spunky makeover and it’s sticking the landing in style. Pidilite Industries has rolled out an all-new packaging for its iconic craft adhesive, bringing pen-like precision and childlike joy into classrooms, craft corners, and stationery aisles across the country.

    The new design features a slick pull-push lock mechanism and a mess-free nozzle, goodbye dried caps and gooey disasters. Shaped like a pen for easy handling by tiny hands, the pack comes in six eye-popping designs, each armed with a QR code linking to craft tutorials for the little Da Vincis and Picassos of tomorrow.

    And it’s not just looks that are getting the upgrade. A bouncy new jingle “Pull Karo, Stick Karo, Push Karo” powers the TVC, turning the simple act of gluing into a toe-tapping, cap-twirling performance that’s hard to forget. The spot captures the sheer delight of a kid immersed in creation, reinforcing Fevicol’s role as a childhood essential.

    Speaking on the development, Pidilite Industries Ltd., senior vice president for consumer products Kashyap Gala stated, “The revamp of Fevicol MR’s packaging reaffirms our commitment to pioneering innovations that enhance the consumer experience. Consumers have widely appreciated the new packaging. The innovative design has resonated well, particularly with children and their parents, who find the new features both practical, useful, and enjoyable. The ease of use and the fun element introduced by the new designs have enhanced the overall crafting experience.”

    With vibrant in-store displays and fresh packaging now out at stationery stores nationwide, the 60-year-old adhesive proves it’s still got the glue game on lockdown. The makeover not only freshens up a classic, but also reinforces Fevicol MR’s promise to spark creativity, one crafty capless tube at a time.

  • Pidilite’s Roff launches humorous ‘Magar Ki Jakad’ Ad campaign

    Pidilite’s Roff launches humorous ‘Magar Ki Jakad’ Ad campaign

    Mumbai: Pidilite Industries Ltd., the makers of Fevicol, unveiled a new ad campaign for Roff – it’s tile and stone adhesive brand. The campaign underscores the critical role of using reliable and high-quality tile adhesives in homes to withstand unexpected shocks, breakages and maintain the durability of interiors.

    Pidilite Industries chief business officer, construction chemicals Salil Dalal said, “We wanted to creatively convey the importance of using trusted and specialised products like Roff Tile and Stone Adhesives instead of traditional cement, for long-term, stress-free living. The TVC humourously emphasizes out how Roff Tile Adhesives are designed to provide homeowners with peace of mind. Pidilite’s Roff offers a wide range of innovative and easy-to-use solutions for tile and stone fixing”

    Speaking on the campaign launch, Ogilvy, chief advisor Piyush Pandey said, “Roff continues to build on its humorous style of conveying that tiles stuck with Roff do not come off even if it faces high impact which can make tiles stuck with ordinary adhesives or cement fall off. This TVC, directed by Prasoon Pandey from Corcoise Films, has an engaging and entertaining style typical of Pidilite Advertising. I am sure the viewers will enjoy this communication, be persuaded to change the way tiles are fixed.”

    With this campaign, Roff once again solidifies its commitment to empowering customers with tile fixing products that provide reliability and unmatched quality, ensuring their homes remain strong and beautiful for many years to come.

    The campaign is live across all the platforms including television, digital, OTT and cinema.

  • Pidilite’s Roff teams up with Pro Kabaddi League for 2024 season

    Pidilite’s Roff teams up with Pro Kabaddi League for 2024 season

    Mumbai – Roff announced that it has renewed its partnership with the Pro Kabaddi League (PKL) for its 11th season.

    Commenting on the partnership, Pidilite Industries Ltd., CMO Manish Dubey said, “We are excited to extend our association with the Pro Kabaddi League (PKL) for yet another thrilling season. Kabaddi is one of India’s most loved and indigenous sports. PKL provides a perfect platform to highlight the core promise of Roff—superior grip and lasting strength. Just as the players demonstrate a strong grip through powerful tackles, Roff embodies the same attributes with its unmatched bonding strength, captured in our tagline ‘Magar ki Jakad’. By aligning with a sport that mirrors our values of strength, resilience, and strategy, we continue to underscore Roff’s leadership in offering advanced and reliable solutions for every tile fixing need.”

    Roff will maximise its visibility throughout the tournament, with key branding integrated at pivotal moments of the game. This season also brings enhanced graphic integration to further deepen the brand’s impact. Roff’s communication will be prominently displayed during the most thrilling moments of the game – the most prominent being the Super Tackle, to reinforce its proposition of crocodile-like grip.

  • ASCI Board appoints Partha Sinha as new chairman

    ASCI Board appoints Partha Sinha as new chairman

    Mumbai: Post the board meeting held today following the 38th Annual General Meeting, the Advertising Standards Council of India (ASCI) appointed Bennett Coleman & Company Ltd chief brand officer & president, Partha Sinha as the chairman of the ASCI Board of Governors for 2024-25. Pidilite Industries Ltd managing director Sudhanshu Vats, was appointed vice-chairman, and Lintas India Private Ltd Group CEO & chief strategy officer-APAC, S. Subramanyeswar was appointed hon. Treasurer.

    Sinha comes with a rich and vast experience with top organisations such as Bennet Coleman, Ogilvy, Publicis, BBH, McCann, and Citibank, along with his stronghold of brand marketing, media, and communications.

    Sinha expressed a compelling vision for ASCI. “Being the chairperson of ASCI is both an honour and a profound responsibility, especially as our industry is under greater scrutiny by our stakeholders. With rapid changes in the digital environment and the emergence of new challenges. ASCI is committed to not just keeping up but to staying ahead. Deploying technology and AI to monitor errant advertising as well as putting our might behind preventive measures will be our focus in the days to come. This will ensure that creativity and responsibility coexist, creating an ecosystem that values consumers and encourages innovation.”

    Reflecting on his term, outgoing chairman Saugata Gupta said, “Leading ASCI through a period that witnessed significant development and change has been a privilege. This year has been marked by historic milestones, including the formation of the ASCI Academy, which has become a cornerstone in promoting responsible and progressive advertising. Our commitment to training and capacity building, creating new direction via our thought leadership work, reflects a culture of responsibility from the ground up.”

    ASCI has made great progress in terms of its achievements and strategic initiatives during the year, reinforcing its commitment to the proactive work since the start of ASCI Academy. The Academy’s expansion is an important aspect of ASCI’s initiatives, and it is quickly becoming an active proponent of industry training and education. Since its inception, the Academy has expanded to encompass over 75 alliances and, through its training and education, successfully impacted 33,300 new and emerging professionals, firmly anchoring ethical principles deeply within the advertising community.

    ASCI has also actively engaged in research and thought leadership through collaborative projects. Notable among these were partnerships with Khaitan & Co. on a white paper on the influence of generative AI on advertising, with the UN Women- led Unstereotype Alliance and lead research agency Kantar on D&I in India, as well as with Lexplosion for an in-depth understanding of privacy and data protection.”

    In the past year, ASCI actively co-hosted and participated in several stakeholder and government consultations to address and discuss issues like dark patterns, green claims, and surrogate advertising.

    ASCI updated and introduced new guidelines on an array of categories this year, including deceptive patterns, charitable cause marketing, and green claims ads, among others. These changes keep the ASCI Code current in the face of the changing industry dynamics and consumer expectations.

    ASCI’s rigorous complaint redressal and monitoring operations this year included processing over 10,000 complaints and reviewing over 8,200 advertisements, affirming its role as a vigilant guardian of the advertising industry.

    ASCI remains dedicated to advancing ethical, inclusive, and transparent advertising.

  • Pidilite’s Roff partners with Pro Kabaddi League 2023

    Pidilite’s Roff partners with Pro Kabaddi League 2023

    Mumbai: Roff has officially partnered with the highly acclaimed Pro Kabaddi League 2023. This collaboration marks a strategic move for Roff to expand its reach to a diverse set of audience, reinforcing its position in the market and gaining global recognition.

    Pidilite chief marketing officer Manish Dubey “We’re excited about Roff’s partnership with the Pro Kabaddi League (PKL) 2023 as we find a strong brand connection with PKL. The core brand promise of strong grip (that Roff has on tiles to walls) very well resonates in the game of Kabaddi. This connection made PKL very attractive for us”.

    Roff’s collaboration with the Pro Kabaddi League presents a remarkable opportunity to tap into the profound love and popularity that Kabaddi commands in India. Pidilite Roff products represent a fusion of advanced technology and local expertise on a global scale. Pro Kabaddi League in its ten years has transformed the landscape of kabaddi with innovative changes, turning it into a sport that inspires both players and fans across the globe. The 2023 Pro Kabaddi League began on 2 December 2023, in Ahmedabad, with subsequent matches taking place in each franchise’s respective home cities.

    The brand aims to maximize its visibility through a comprehensive plan, strategically placing features such as squeeze-ups (one per match), static LED perimeter boards, upper-tier branding, replay screen branding, and logo displays during crucial moments like presentations, award ceremonies, and end slates.

    As a part of the innovation, the Roff brand is visible across multiple touchpoints like the ‘Super Tackle’ segment of the game, during both occurrences of a super tackle and potential super tackle situations.

    The commentary also continues to further accentuate Roff’s exceptional bonding strength, embedding its tagline, ‘Magar ki Jakad.’ This integrated approach aims to strengthen Roff’s association with the Pro Kabaddi League and enhance its brand presence during key league moments.

  • Pidilite Industries CMO Vivek Sharma moves on

    Pidilite Industries CMO Vivek Sharma moves on

    Mumbai: Pidilite Industries CMO Vivek Sharma has decided to part ways with the company, after a seven-year long stint.

    Sharma took to LinkedIn to announce his decision, saying that his bond with Pidilite will last forever. “I have had fulfilling, learning and fun filled years at Pidilite and I want to express gratitude to my seniors, colleagues – present and past and the agency partners. To sharpen business building approach, brand creation, innovation and skills to navigate in the VUCA world, Pidilite is the place,” he wrote.

    Sharma has been a part of the industry for last 25 years and boasts a unique knowledge of business and brand development experience across FMCG, healthcare, lighting and consumer durables encompassing B2C, B2B and B2G. He had joined Pidilite in January 2015. 

    As Pidilite CMO, he was responsible for the corporate brand marketing planning and implementation across businesses, marketing talent management. Over the years, he also ensured continuous improvement in marketing processes like innovation and new product launch at the company.

    In his 25-year long career, Sharma has been associated with companies such as Philips, MIRC Electronics, Ogilvy Advertising and Cadbury Kraft (now Mondelez).

    His next move is still unknown.

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  • Pidilite CEO Chandramouli Venkatesan passes away

    Pidilite CEO Chandramouli Venkatesan passes away

    NEW DELHI- Pidilite Industries Ltd CEO, special projects Chandramouli Venkatesan passed away on October 6 after a prolonged battle with pancreatic cancer. He was 54.

    Fondly known as ‘Mouli’, Venkatesan was associated with Pidilite Industries from 2017. He was not just an industry veteran, but also a successful author – having penned the best-sellers Catalyst and Get Better at Getting Better, published by Penguin Random House India in 2018.

    Before taking charge at Pidilite, Venkatesan worked at Mondelez International (erstwhile Cadbury India) from 2012 for three years and served as its managing director from January 2015 to August 2016. He had joined the company in 2005 and was instrumental in scaling up the chocolate business.

    During his long and varied career, he also worked at companies like Onida and Asian Paints.

    Colleagues and peers poured their hearts out on social media and shared fond memories of Venkatesan.

    Eros International Media Limited Pradeep Dwivedi CEO – India wrote, “Dear All, while some of you may be aware, I am heartbroken and very sorry to share that we have lost our dear friend #Mouli -Chandramouli Venkatesan, Ex-Mondelez, Pidilite, today. An amazing and warm human being, author, coach, and mentor to many of us in the industry. He has left a shocking void. Prayers for the dear departed soul R.I.P.”

    Marketing industry veteran Lloyd Mathias took Twitter to mourn Mouli’s sudden departure.

     

     

     

     

     

  • Fevicol sends the people of India a message for Unlock1

    Fevicol sends the people of India a message for Unlock1

    Mumbai:  As the lockdown eases gradually, Fevicol sends out a message of awareness to the people of India.  This message from Fevicol petitions people to be even more particular than before about wearing a mask and maintaining the social distance of 2 meters. 

    This message specifically states that while the battlefield  and war remain the same, the strategy must change.  Until now we fought this battle while locked in,  now we move out of our homes, and continue fighting.  We have to live, move ahead and not cave in. To fight this war, we need to stay alive. 
    Fevicol requests India to fight the Corona Virus with even more vim and vigour and in the right spirit.

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries Ltd: “In these trying times, this positive and uplifting message from Fevicol on ‘Unlock1’ is a great morale booster to all – consumers as well as our sales colleagues, end-users, dealers and distributor partners.”

    Please go to these links:

    Written and voiced by Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, this is one more initiative from Ogilvy to help combat the pandemic.