Sticky Success: Unveiling the Product Positioning & Fevicol's brand positioning strategy

Sticky Success: Unveiling the Product Positioning & Fevicol's brand positioning strategy

In the vast world of adhesive brands, Fevicol stands out as a true icon. Its strong market presence and memorable campaigns have made it a household name. In this blog post, we will delve into the brand positioning strategies adopted by Pidilite for Fevicol, the importance of brand positioning in achieving success, the role of emotions in advertising, and explore ways to further enhance Fevicol’s brand positioning strategy to drive sales.

Background Note:

Fevicol, a flagship adhesive brand of Pidilite, was introduced in India in the late 1950s. Since then, it has become synonymous with reliable and durable bonding solutions. Fevicol’s success can be attributed to its consistent product quality, innovative offerings, and strategic marketing campaigns.

Brand Positioning & Advertising Strategy:

Pidilite has meticulously crafted Fevicol’s brand positioning strategy, focusing on key attributes that resonate with consumers. Fevicol has positioned itself as the ultimate adhesive that provides unmatched strength and durability. The brand’s tagline, “Fevicol – The Ultimate Adhesive,” serves as a powerful statement of its positioning. To reinforce this positioning, Fevicol’s advertising strategy has been centered around memorable and humorous campaigns. These advertisements often showcase the adhesive’s strength in unconventional and amusing scenarios, leaving a lasting impression on viewers. By using humor and creativity, Fevicol successfully captures the attention of its target audience and builds a strong brand identity.


The brand positioning and advertising strategy of Fevicol have yielded remarkable results. Fevicol’s market share has consistently grown over the years, establishing its dominance in the adhesives industry. The brand has also managed to create a strong emotional connect with consumers, thanks to its memorable campaigns that evoke laughter and a sense of nostalgia.

The Role of Emotions in Advertising:

Emotional advertising has played a crucial role in Fevicol’s success. By tapping into the emotions of consumers, Fevicol has managed to forge a deep bond with its target audience. The humorous and relatable advertisements create a positive association with the brand, making consumers more likely to choose Fevicol over competitors. Emotions have proven to be a powerful tool in shaping consumer behavior and brand loyalty.

The Road Ahead:

To augment Fevicol’s brand positioning strategy and drive sales even further, Pidilite can explore several avenues. Firstly, leveraging digital platforms and social media can expand Fevicol’s reach and engage with a wider audience. Creating interactive content, such as DIY videos or adhesive tips, can strengthen the brand’s positioning as a reliable adhesive expert. Additionally, collaborating with influencers or partnering with relevant industries can help Fevicol tap into new markets and target specific customer segments. By aligning with interior designers, carpenters, or home improvement shows, Fevicol can position itself as the adhesive of choice for professionals and enthusiasts alike.


Fevicol’s success story is a testament to the power of effective brand positioning and promotional strategies. Through a carefully crafted brand identity, humorous advertising campaigns, and emotional connections with consumers, Fevicol has become a household name in the adhesives industry. Moving forward, by embracing digital platforms and forging strategic partnerships, Fevicol can continue to strengthen its brand positioning and drive sales to new heights. Also check out Zara’s Logo Redesign: A Bold Step into the Future?