Craft with Care

Adhesive for every need
 

20 years ago, liquid adhesives were rather cumbersome, especially for paper-to-paper sticking. As pioneers in the adhesive segment, Pidilite used their experience and expertise to craft an innovative, rotary glue stick. Today, a few slicks with Fevistik transforms a sticky mess into a success.

The magic of Fevicol MR is in its high bonding strength. Easily applied on paper, cardboard, polystyrene and wood, Fevicol MR has helped create many masterpieces. Loved by Indians for its superior quality and quirky marketing, this synthetic adhesive has made its way to the hearts and minds of millions in classrooms, homes and offices across India.

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Milestones

1970

2014

2018

2022

2023

2023

1970

Fevicol MR is introduced

Pidilite Launched the first consumer pack of Fevicol in a 30gram collapsible tube format.

This for use in arts, handicrafts, homes, offices etc.

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2014

Consumer Ad launched

The quirky Taj Mahal film went on air.

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2018

Fevicreate Launched

The first “Learning by doing” community of Parents, Schools, Teachers and students is launched.

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2022

Fevistik Power is launched

The First multisubstrate gluestick in India is launched with a winning campaign message of “Power lagao, Sab kuchh chipkao".

The new variant is for use in Art & Craft purpose, to stick materials on Paper & Cardboard. Ideal for sticking Candy stick, Jute, plastic buttons, mirrors, glass, felt on paper & cardboard.

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2023

Fevicol Gluedrops Revamped

The innovative temporary sticking brand of Fevicol Gluedrops is revamped with new packaging and a fresh campaign – “Chipkane mein asaan, chhode no Nishan”. The campaign connected with influencers, DIY enthusiasts, Hobbyists, fashion stylists.

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2023

Pull it, Stick it, Push it

The New shape of Fevicol MR was launched with a film with a quirky message of “Pull karo, stick karo, Push karo” going on air.

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Sustainability Initiatives

Making “Learning by Doing” as a way of education for India

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15K

schools reached till date

20Lac

kids reached annually

Extension to Govt schools

Pidilite signed a Memorandum of Understanding (MOU) with the Government of Gujarat, represented by the Gujarat Council of School Education (GCSE). The objective of this collaboration is to promote and enhance learning through arts and crafts across the state of Gujarat. The pilot program for this was initiated in Mahuva taluka of Gujarat.

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Fevicreate Idea labs

With the National Education Policy (NEP), higher focus has been given on Art Integrated learning, Fevicreate launched an Art & Craft based Science project contest, which has been running since 2020. The contest has seen 60K student participation across India

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Innovation in
Art & Craft

 

 

Being synonymous with the category, our brands have lived by the philosophy of learning by doing. Also by the sheer nature of the art and craft industry, Pidilite has launched many winning innovations over the years. We listen to consumers and solve for their problems which led us to innovate with products like Fevistik Power and Fevicol MR New shape

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No Chip-Chip and Jhik-Jhik

It’s all chip-chip and jhik-jhik for the little boy struggling to use liquid glue, until he discovers the convenience of Fevistik! Part of the iconic Pidilite ads, this commercial resonated with frustrated consumers who were seeking an option to messy liquid adhesives.

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The Original Glue Stick

Only originals, please, even for the fake Salman! When a man dressed as Chulbul Pandey strolls into the store looking for a glue stick, he will accept nothing less than India’s original and favourite glue stick, Fevistik.

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