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The stories of legacy brands are often masterclasses in consistency, creativity, and cultural relevance. Even in a world saturated with marketing noise, some brands manage to cut through with ideas that feel both fresh and familiar. Fevicol, Pidilite’s iconic adhesive brand, known for its witty storytelling about its unbreakable bonds is one such brand.
Hirol Gandhi, President and Head of Office, Mumbai and Kolkata, Ogilvy India, tells ET Brand Equity that the brief was simple yet ambitious: keep Fevicol culturally relevant in a low-involvement category, and continue to uphold its promise of Mazboot Jod (strong bonds) with impact and innovation. And in doing so, elevate Fevicol’s perception as a smart and innovative brand.
The big idea
The inspiration for TeekaID stemmed from a deep understanding of Indian culture and a real-world issue, says Gandhi. The brand took the idea to the Maha Kumbh Mela, one of the largest human gatherings in the world. While spiritually significant, the Maha Kumbh Mela also presents a major logistical challenge: the risk of loved ones, particularly children, getting lost in the massive crowds.
Fevicol and its creative agency, Ogilvy India, found the idea in a black dot—Kaala Teeka, a traditional symbol believed to ward off the evil eye. Representing protection and care, this age-old practice became the creative muse. The question was: what if this cultural symbol could be fused with modern technology?
That thinking sparked the idea of TeekaID, a skin-friendly adhesive sticker resembling a Kaala Teeka, embedded with a QR code. This simple yet ingenious solution allowed parents to store essential contact information, transforming a potentially terrifying situation into a happy reunion with a quick scan. It was a powerful alignment of tradition and innovation, perfectly echoing Fevicol’s ethos of enduring bonds.
The strategies that stuck
Ogilvy India focused on creating cultural resonance with a modern twist. “The campaign wasn’t about overt commercialism; it was about authentic participation in a cultural moment,” Gandhi explains. “By integrating the Kaala Teeka with a QR code, Fevicol positioned itself as a brand that understands and innovates within cultural contexts, not just alongside them.”
The campaign addressed a genuine pain point at large gatherings: the fear of losing a child. The TeekaID was designed to be language and literacy-independent. Anyone with a smartphone could use it. This simplicity ensured widespread adoption and made the solution highly effective, even amidst the chaos of the Mela, demonstrating how technology can serve humanity in the most accessible way.
The impact
The brand and the agency tracked several key performance indicators (KPIs) to gauge the campaign’s success:
Target: 2,000 children registered
Achieved: 4,640 children registered
But the most meaningful outcome came when the TeekaID helped reunite a lost child with his family in less than 30 minutes, Gandhi shares.
Notes for other brands
According to Gandhi, the biggest takeaway is the importance of embracing cultural nuance. “Don’t just advertise during festivals; integrate your brand meaningfully into the cultural fabric by understanding the values and traditions behind those moments.”
He also highlights the importance of solving real problems. “Offer solutions that go beyond product features. That’s how you build trust and loyalty.”
Technology, he says, doesn’t have to be flashy. “Use it to simplify, connect, and serve. Often, the most impactful innovations are the simplest.”
For Gandhi, authenticity always trumps commercialism. “In deeply spiritual or cultural contexts, a subtle, service-oriented approach resonates far more than overt sales pitches,” he says.
He concludes: “Ultimately, marketing is about connecting with people. When you genuinely help, you don’t just gain customers; you earn hearts.”
Fevicol and Ogilvy India picked up a Gold in the Festival Marketing category at the ET Shark Awards 2025.
- Published On Jul 29, 2025 at 08:38 AM IST
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