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Tag: Pidilite

  • Kavinder Singh to Board as Joint MD-designate

    Sudhanshu Vats is MD-designation at Pidilite

    Sudhanshu Vats
    Sudhanshu Vats
    Kavinder Singh
    Kavinder Singh

    In many ways, if Viacom18 is flying high today, it owes its current status to a fair extent to former CEO, Sudhanshu Vats.

    Vats name, as per the Board of Directors of Pidilite Industries Limited, has been approved as Managing Director Designate. The Board also approved the appointment of  Kavinder Singh as Executive Director and Joint Managing Director Designate. 
They will take charge as Managing Director and Joint Managing Director, from April 2025, after the completion of term  of the current Managing Director, Mr. Bharat Puri. Note, you read it right. It’s 2025, not 2024.

    Commenting on the announcement,  M B Parekh, Executive Chairman of Pidilite Industries, said “The appointments of Sudhanshu and Kavinder will reflect the next phase of the Pidilite leadership journey.”

    Vats is currently Deputy Managing Director of Pidilite Industries. Singh is currently Managing Director and CEO of Mahindra Holidays and Resorts.

  • Conceptualised by Sideways

    Pidilite unveils campaign for Motomax auto-care brand

    Pidilite Industries Limited has unveiled  a new digital campaign for Motomax Insta Shine, an easy-to-use DIY vehicle polish. The campaign, conceptualised by Sideways, is set to captivate audiences across various popular digital platforms.

    Said Manish Dubey, Chief Marketing Officer, Pidilite Industries Ltd: “Motomax Insta Shine is not just about giving your vehicle a quick shine; it’s about adding a touch of shine to your everyday life. This communication reflects the essence of our brand – providing effective solutions for vehicle care and maintenance. We believe it will resonate with our audience and reinforce Motomax Insta Shine as a go-to choice for auto-care.”

    Commenting on the TVC, Abhijit Avasthi, Founder, Sideways added: “We’ve always enjoyed crafting fun narratives for our Pidilite films. With Insta Shine, we wanted to demonstrate the instant shine functionality, but still do so in our signature, humorous way.”

  • Partnership reflects brand's messaging of long-lasting bonds and strength

    Pidilite’s Roff partners with Pro Kabaddi League 2023

    By Our Staff

     

    Roff, a tile adhesive brand from Pidilite Industries, has partnered with the Pro Kabaddi League 2023.

     

    Said Manish Dubey, Chief Marketing Officer, Pidilite: “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.”

     

  • To strengthen marketing strategies

    Pidilite Industries appoints Manish Dubey as CMO

    By Our Staff

     

    Pidilite Industries Ltd., manufacturer of construction & specialty chemicals and art & craft products appoints Manish Dubey as its Chief Marketing Officer (CMO).

     

    Bharat Puri, Managing Director, Pidilite Industries said: “We are delighted to welcome Manish Dubey to the Pidilite family. His deep expertise in branding, digital marketing, and leadership will undoubtedly strengthen our marketing strategies and contribute to our continued success.”

     

  •  Conceptualised by Ogilvy

    Pidilite launches TVC for tile fixing adhesive brand – Roff

    By Our Staff

     

    Pidilite has launched of new television commercial (TVC) for its tile adhesive brand, Roff. The TVC, conceptualised by Ogilvy, showcases the qualities of Roff tile adhesive while addressing common tile installation issues faced by customers.

     

    Commenting on the consumer awareness campaign for Roff, Sudhanshu Vats, Deputy Managing Director, Pidilite Industries Ltd, said: “At Pidilite, pioneering in emerging categories is a core value that drives us.  Our brand Roff is aimed at transforming the way tiles are fixed in India. The nationwide launch of our new Roff TV commercial underscores our unwavering commitment to raising awareness and enhancing customer experiences. Roff products embody cutting-edge technology, blending global expertise with local intelligence. They enable contractors, architects to create long-lasting beautiful tile and stone creations without any worry. Through this initiative our objective is to inform and empower customers to make well-informed choices.”

     

    Added Piyush Pandey, Chairman of Global Creative & Executive Chairman, India of Ogilvy: “It’s a great innovative product and therefore one of the most innovative demonstrations of the benefit. It explains it all in a consumer friendly and entertaining fashion.”

     

  • To showcase Italian Wood Finishes

    ICA Pidilite launches film

    By Our Staff

     

    ICA Pidilite, a joint venture between Pidilite and ICA SPA of Italy, has released a short film depicting how wood finishes influence people’s moods, tastes and preferences.

     

    Said Manish Airee, Senior Vice President, ICA Pidilite: “This is the first time we have released a film made in India for our audience. We want to communicate to our consumers how persuasive design can be. Through this film, we want our consumers to know that ICA Pidilite’s good taste and great finishes are recognizable and that they meet the same high-quality standards as in Italy. We at ICA discover how changing consumer preferences can influence businesses and we try to respond to continuously evolving trends and tastes.”

     

    Added a representative from Alok Nanda and Company (ANC): “Our decision to use opera as a medium was governed by the Italian provenance of Brand ICA Pidilite. Our objective was to create a film that looks like an out-and-out Italian production, and that’s why we had an opera singer from Italy sing it for us. With sophisticated humour, an elegant cast, brilliant music, and a very premium setting, we were able to stay true to the DNA of the product: Premium Italian Wood Finishes. With a gorgeous product, a talented team, and high production values, we knew we had all the ingredients to create a great film. And now, if the viewers like it, we won’t be surprised. After all, good taste shows.”

     

  • Bachchan Senior urges consumers to opt for the correct roof waterproofing technique for a lasting impact

    Rang Rogan is not the solution’ suggests Amitabh Bachchan in Dr. Fixit’s new campaign

    By A Correspondent [updated]

     

    Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan. The TVC urges consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Waterproofing is a category where often a consumer is not fully educated about correct products and solutions. Therefore, people often resort to quick-fix solutions and end up making the mistake of choosing a wrong waterproofing method. This campaign aims to make people aware about the correct way of waterproofing roofs with Dr. Fixit Roofseal, an elastomeric coating with nano fibres, that protects roofs from water and heat.”

     

    Commenting on the campaign, Talha Bin Mohsin, Executive Creative director, Ogilvy & Mather added: “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh.

     

     

  • Madison Media has been handling the Media AOR for all Pidilite brands since 2011

    Madison Media to manage digital mandate for Dr. Fixit

    By A Correspondent

     

    Madison Media Digital has announced that it will handle the digital performance mandate for Dr. Fixit’s brand in addition to the already allocated media mandate of Pidilite. The agency recently won the performance business of Dr. Fixit in a multi-agency pitch. Madison Media has been handling the Media AOR for all Pidilite brands since 2011.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Pidilite delivers path-breaking work year after year with its agencies that understand our business and behave like partners. The commitment demonstrated by Madison towards Pidilite since 2011 made it easier for us to decide once they showcased their digital performance expertise.”

     

    Added Vishal Chinchankar, Chief Digital Officer, Madison Media: “We’re extremely excited that Pidilite has consolidated their digital media and performance mandate with us. We are confident that our data- driven approach will bring greater outcomes at scale. It’s indeed a great way to start the year.”

     

     

  • The rakhi-making activity commenced in July

    Fevicol A+ partners NAB to celebrate Raksha Bandhan with army jawans

    By A Correspondent

     

    Fevicol A+, the new crafting glue from Pidilite, celebrated the festival of Rakshabandhan with its nationwide ‘bond of love’ campaign. As part of this initiative, Fevicol A+ associated with the National Association for the Blind India (NAB), to create 1.5 lakh rakhis as a mark of support to the jawans of the Indian armed forces.

     

    The initiative was organised across nearly 16 cities of the country. Around 2.5 lakh rakhis were created which were sent to the Army Jawans on the occasion of Raksha Bandhan.

     

    Said Shantanu Bhanja, CEO, Consumer Products, Pidilite Industries Ltd: “As a part of our Fevicreate initiative to foster creativity for everyone, the ‘Bond Of Love’ endeavour was a way to express our love and respect to national heroes. It is wonderful to see the enthusiasm with which the women at NAB and school students created hand-crafted rakhis to thank the Jawans for protecting our nation. The skills demonstrated by the visually challenged women are remarkable, and they are an inspiration for everyone who wishes to take up art and craft and ignite their inner creativity. It gives us immense pleasure to offer a product like Fevicol A+ to students so that they can utilise their creative art and craft skills to pay tribute to the Jawans.”

     

     

  • The new commercial with the fake superhero delivers this message in an entertaining manner

    Fevistik unveils campaign highlighting high brand recall attribute

    By A Correspondent

     

    Ogilvy & Mather India has unveiled a new campaign for glue stick brand Fevistik. The current commercial shows a fake hero trying hard to impress the shopkeeper by somersaulting his way into a stationery shop but ends up banging his head on the wall. After a series of failed stunts, he asks the shopkeeper for Fevistik. But, the shopkeeper gives him some other glue stick. He takes huge offense to being offered a duplicate and accepts only the original glue stick Fevistik from the shopkeeper.

     

    Abhijit Avasthi

    Abhijit Avasthi – National Creative Director, Ogilvy & Mather said, “The challenge before us was to make sure that people insist on buying only the original glue stick Fevistik from the shopkeeper and not fall for local imitations. And what better way to drive the point than showing that even duplicates reject the fake glue stick and demand only Fevistik. The new commercial with the fake superhero delivers this message in an entertaining manner.”

     

    Anil Jayaraj – Chief Marketing Officer, Pidilite Industries Limited added, “Fevistik is a market leader in glue stick category and enjoys significant top of the mind recall. It is the only glue stick brand which consumers remember and recall. The new communication aims at reiterating the same fact and encouraging consumers about making the right decision when it comes to choosing the glue stick. The communication also aims at educating consumers to be aware of look-alike products. We believe this new communication takes our brand ahead and stands out in an entertaining manner.”

     

  • the new TVC rides on the ongoing election bandwagon subtly imbibing brand messaging in the script

    Fevicol plays Crazy Chairs in election season

    By a correspondent

     

    Fevicol has rolled out a new TV commercial that reflects the current prevailing election environment in the country. Continuing its strategy to develop communication based on situations, the new TVC rides on the ongoing election bandwagon subtly imbibing brand messaging in the script.

     

    In the new TVC developed by O&M, the communication is more than just functional, and has kept in line with brand proposition of strong bonding. Aptly titled ‘Crazy Chairs’ the TVC brings a unique and humorous take on the current election scenario with the help of carpenters and contractors. This TVC builds on earlier ads where the Fevicol brand used day to day situations in a funny way to communicate.

     

    Anil Jayaraj

    Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said, “Most of our advertising bases the core brand proposition of “strong bonds” in an extremely creative and yet simple way. Our previous TVCs on Fevicol have aimed at exploring situations where this proposition can be communicated in a memorable and consistent way. In this TVC, we have experimented with the elections. We believe this new communication takes our brand ahead, and stands out.”

     

     

    Piyush Pandey

    Commenting on the concept, Piyush Pandey Executive Chairperson and Creative Director, Ogilvy & Mather- South Asia said, “Keeping in mind the tone and manner that Fevicol has had for the last 21 years, Fevicol Crazy Chairs TVC captures the atmosphere created by the general assembly elections in the country. It borrows the excitement and interest of a common man and thereby creating a sync with the audience.”

     

    The TV campaign will be an integrated campaign including outdoors and digital. In addition Pidilite is also executing a number of demand generation initiatives for Fevicol to support this campaign. The ad will be aired across key markets including entire Hindi speaking belt for a month period starting April 16, 2014.

     

  • Carat Fresh Rural, Aegis' rural marketing specialist for the Indian market has Bayer Crop Science, Godrej Consumer Products, Pidilite, Mahindra & Mahindra and Sony Max among its clients

    Aegis Media launches rural marketing cell

    By Ravi Balakrishnan

     

    Aegis Media has launched Carat Fresh Rural, a rural marketing specialist for the Indian market. The agency will operate as a separate division within Carat Fresh, Aegis’s activation wing. After a soft launch, Carat Fresh Rural counts Bayer Crop Science, Godrej Consumer Products, Pidilite, Mahindra & Mahindra and Sony Max among its clients. It is headed by Keshav Chandorkar, whose previous experience includes stints with Linterland (the rural division of Lintas) and Dun & Bradstreet. The current team strength is 30 people across seven offices. Carat Fresh Rural will also be working with 1,500 operators who are in charge of implementing rural marketing programmes.

     

    Significantly, Aegis is starting a pure play rural agency at a time when many in the business are opting out of the segment or merging it with urban activation. Rural marketing is expensive and operations oriented, demanding remarkable levels of financial commitment. Besides many marketers with extensive distribution have started using their own networks and local vendors to reach rural segments.

     

    Ashish Bhasin

    Ashish Bhasin, chairman – Aegis, India, remains bullish: “Many categories are near saturation in urban areas. Rural markets make sense given good monsoons, and government schemes that provide greater disposable income.” He believes this market has been very poorly serviced by the advertising industry but has potential. “The organised part of rural can be half or more than half the mainstream market, valued at between Rs 25 and Rs 30 crore. It is full of challenges but the pot of gold at the end is humungous.”

     

    Having a team full of veterans, Mr Bhasin intends avoiding many of the pitfalls of rural marketing. One of the largest misconceptions is assuming rural consumers can be served by a dumbed down version of urban communication. The other is underestimating the importance of implementation. Carat intends solving some of these problems via technology.

     

    Source:The Economic Times

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