Pidilite mantra: Fevicol Inside

Be ready to see the logo 'Fevicol Inside' while purchasing furniture (built with Fevicol), as the adhesive brand from Pidilite Industries repositions itself with a new advertising campaign.

"We would soon come up with 'Fevicol Inside' logo on furniture made with Fevicol as the adhesive," said Nabankur Paul, marketing manager, Pidilite Industries.

"This will just be a step in reassuring our consumers that if they buy furniture built with Fevicol, they don't need to worry about anything else," Paul added.

For this, the company has launched a new advertising campaign "� Mataji, encouraging consumers to reconfirm that the furniture maker is using Fevicol.

The Mataji ad shows a consumer walking up to a furniture maker and asking him to swear on his mother that he has used Fevicol for the furniture. The furniture maker has not used Fevicol, but since he cannot lie he loses the customer.

Fevicol feels the 'Mataji' advertisement establishes the emotional connect. "All this while we have associated Fevicol with strength, with the slogan 'Fevicol ka mazbut zor, tutega nahi', but now we want consumers to be emotional about the brand too," Paul said.

Pidilite is currently not airing the old Fevicol advertisements. The next series of advertisements will have the slogan 'Aap puchenge nahi to woh batayenge nahi'.

"Through this advertisement campaign, we are trying to prepare our consumers to look for our new hardware logo "� Fevicol Inside "� while buying furniture," he said, adding "the logo would be introduced soon".

"The advertising campaign, so far, has especially worked for consumers in Maharashtra, Gujarat, Delhi, Punjab and West Bengal. Consumers have actually started asking furniture makers if they used Fevicol for their furniture," Paul said.

So far, the company has spent about Rs 1 crore on advertising and it will run the series for another year.