Fevicol MR’s Makeover: Gluing Together Creativity, Convenience, and Brand Power

Image Source: Marketing Minds

Fevicol MR, Pidilite Industries' much-loved art and craft adhesive, has been reimagined in a fresh, colorful hue, and it's sticking—both literally and as a metaphor. The new packaging and vibe of Fevicol MR, rolled out pan-India in early 2025, not only thrilled kids and parents in equal parts but also worked immensely in boosting the overall equity of the Fevicol brand.

Key Highlights

Innovative Design & Packaging: Fevicol MR comes in a pen-like bottle with an innovative pull-push closure, which is more comfortable for children to hold and grip. Mess-free nozzle and cap-retention eliminate frequent complaints of caps getting lost and glue drying up, providing a more convenient consumer experience.
Engaging Campaign – "Pull Karo, Stick Karo, Push Karo": The new TV commercial and jingle emphasize the ease and fun of the product, which resonates very well with Gen Z and Gen Alpha. The campaign is also given scale through digital-first strategies and point-of-sale visibility.
Interactive Learning: Every pack contains a QR code referring to motivational video tutorials, enriching the user experience and generating online engagement. Fevicreate and Hobbyideas websites have drawn hundreds of thousands of fans, rendering them the leading destination for art and craft inspiration.
Strong School & Retail Outreach: Fevicol MR's grass-roots FeviCreate initiative now extends to 15,000 schools and more than 2 million children every year. Retailers have emerged as brand ambassadors, with attention-grabbing point-of-sale presentations generating in-store traffic.
Dramatic Market Response: Double-digit volume growth and significant increase in brand awareness, credibility, and preference have been witnessed in Fevicol MR post-relaunch. The product has emerged as the "Most Often Used Brand" among its target audience because it is easy to use and has innovative product features.
Future-Ready Innovations: Pidilite will pilot-launch limited-edition packs, partnerships with top IP characters, and premium offerings such as Fevistik Power, as conforming to the emerging trend of multisubstrate adhesives and experiential learning.
Brand Equity Impact: The rebranding has strengthened Fevicol's leadership in the space of innovation, trust, and consumer focus further, and its leadership in the adhesive category.

"Our new launch has contributed to the overall equity of Fevicol as a brand since product performance is the best equity," said Kashyap Gala, Senior Vice President, Consumer Products, Pidilite.

While Fevicol MR continues to stick to the times, its new identity is taking the brand closer to being more contemporary, relevant, and lovable than ever.

Source: Exchange4Media