Pidilite Industries White Glue Adhesive: Fevicol Moustache

Fevicol, the leading Indian glue brand, was facing a declining market, cheaper competitors and a reduced budget.

Pidilite Industries White Glue Adhesive: Fevicol Moustache

Ogilvy & Mather

SUMMARY

The problem spiral!

  1. How do we grow a brand that is already 75% of a category that itself is battling slow growth?

  2. How do you do this in a low involvement, price-sensitive category?

  3. How do you do this in a sluggish economy where consumers are even more price sensitive?

  4. Worse, how do you do this when you are 25% more expensive than your nearest competitor (unorganized/ local players) offering discounts to trade and consumers without doing the same?

  5. Worse still, how do you do this when your brand growth...

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