Pidilite – Fevicol: Shramdaan Divas (Labour Donation Day)

Pidilite, an India-based adhesives manufacturing company, used PR for its brand Fevicol to improve its corporate reputation and forge closer ties with carpenters.

Campaign details

Advertiser: Pidilite - FevicolAgency: Adfactors PR

Situation analysis

The Sanskrit expression VISHWAKARMA is an aphorism that means 'the engineer of the universe'. It is actually a combination of two words - VISHWA and KARMA, where VISHWA means the universe, while KARMA stands for engineer. It is a powerful and potent word - denoting prestige, dignity and respect. VISHWAKARMA is also a notable God in the Hindu pantheon.

Herein lies an inherent irony; in modern-day India, the divine name has been reduced to a term commonly used to refer to the carpenter community - an economically...

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