Pidilite Annual Report Pays Tribute to Piyush Pandey and His Enduring Creative Legacy

Pidilite Industries Limited has used its FY2025-26 Annual Report to honour advertising legend Piyush Pandey and his lasting contribution to some of India’s most recognisable brands. The report highlights his long-standing association with Pidilite and the creative thinking that helped turn Fevicol from an industrial adhesive into a powerful cultural brand.

M.B. Parekh, former Chairman of Pidilite, describes Pandey as an influential figure who reshaped both the company’s advertising and the wider Indian marketing landscape. He credits Pandey with helping move advertising away from predominantly Western influences towards stories rooted in Indian languages, traditions and everyday experiences. His work gave brands such as Fevicol, Fevikwik, M-Seal and Dr. Fixit a distinctive cultural identity.

The report also features recollections from filmmaker Prasoon Pandey, providing insights into the making of several celebrated campaigns. Among them is “Dum Laga Ke Haisha”, initially developed for Fevitite Rapid before being adapted for Fevicol. The memorable tug-of-war commercial became instrumental in strengthening the brand’s positioning around bonding and strength.

Another highlight is Fevikwik’s iconic “Fishing” advertisement, which originated from a simple product demonstration idea and evolved into a memorable piece of storytelling. The “Fevicol Egg” campaign similarly stood out for its use of authentic-looking craftsmen rather than conventional advertising models.

The report revisits several other campaigns, including Fevicol Bus, M-Seal Will, Fevikwik Kabadiwalli, A Sofa’s Sixty-Year Saga and Dr. Fixit’s “Waterproofing Ka Baap”, featuring Amitabh Bachchan.

It also highlights “Kursi”, described as Pandey’s final Fevicol script. Following his death, the campaign was completed by his creative collaborators and Prasoon Pandey, preserving the central idea while carrying his legacy forward.

Alongside the tribute, Pidilite outlines its continuing marketing approach, combining storytelling with digital engagement, influencers and emerging technology. Initiatives such as Fevikwik’s AI-led KwikGPT, Fevicol Shoefix’s digital content and Dr. Fixit’s campaigns demonstrate how the company continues to evolve its communication while retaining the creative principles that shaped its brands.