MAM
Fevicol launches in Egypt
MUMBAI: Fevicol has announced that it has entered yet another overseas market – Egypt. The adhesive brand is already being exported to over 15 countries like – UAE, South Africa, Vietnam, Bangladesh, Sri Lanka, Bahrain, Kuwait, Qatar, Oman, Congo, Mozambique, Saudi Arabia, Angola to name a few.
Additionally, plans are also underway to launch the brand in Pakistan, Indonesia and Myanmar.
Fevicol has announced its Egypt launch through an outdoor advertisement in Mumbai, the visual of which, carries the image of a sphinx with a broken nose that is sealed with Fevicol.
In the early 90s, the Fevicol brand emerged as a market leader in its category in India. Despite this, the sales figures remained stagnant. It is at this point in the life of Fevicol that the company decided to invest in marketing the brand.
The return on Pidilite’s investment in marketing this brand paid off well, demonstrating sales growth of over 55 per cent vs. average market growth rate of 10 per cent. At present Fevicol enjoys 70 per cent of the market share.
Through its marketing initiatives, the Fevicol brand succeeded in establishing a distinctive position for Fevicol vis a vis unbranded products. The big idea, ‘Fevicol is Bonding’, was an idea that has been communicated largely through advertising, which was created by O&M. The “Huddle” image of the Indian Cricket team and TV commercials like ‘Haisha” are examples of execution of this idea that clearly state, “Some bonds are as unbreakable as the Fevicol bond.”
Once ‘Fevicol is bonding’ was established as a brand association, the task at hand was to retain existing customers, generate repeat sales and grow the market share. While the first step in the advertising was to move towards making brand associations, the second phase of this evolution was to extend and own the underlying values of these associations. Creative executions like the ‘Egg’ and ‘Cliffhanger’ TVCs worked successfully to meet these objectives.
Digital
Galleri5 launches India’s first AI cinema OS at India AI Summit
Collective Artists Network unveils end-to-end production platform powering Mahabharat series and Hanuman teaser.
MUMBAI: India’s cinema just got an AI operating system upgrade because why settle for tools when you can have a full production command centre? Collective Artists Network and Galleri5 today unveiled Galleri5 AI Studio at the India AI Impact Summit in New Delhi, billing it as the country’s first cinema-native production technology platform. Launched on 20 February 2026, the system acts as an end-to-end orchestration layer for film and television, integrating generative AI, LoRA-driven character architecture, controlled shot pipelines, 3D/VFX tools, lip-sync, upscaling, quality control, and delivery, all tuned for theatrical and broadcast standards.
Unlike piecemeal AI tools, Galleri5 controls the entire stack from script and world-building to final master output. Filmmakers retain creative authorship, continuity, and IP security while slashing timelines from years to months.
The platform is already in live use at scale. Mahabharat: Ek Dharmayudh, an AI-powered series produced under Collective’s Historyverse banner, is airing on Star Plus and streaming on JioHotstar, ranking among the top-watched shows in its slot. Meanwhile, Chiranjeevi Hanuman – The Eternal (produced by Star Studios 18) dropped its teaser on IMAX screens, leveraging Galleri5’s infrastructure for the visuals.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “For India to lead in the next era of storytelling, we have to think beyond tools and start building systems. This is about putting durable production infrastructure in place so creators can dream bigger, producers can execute faster, and our stories can travel further.”
Galleri5 partner at Collective and CEO Rahul Regulapati added, “Cinema requires precision, repeatability, and control. Off-the-shelf AI doesn’t solve that. Orchestration does. We built an operating system where technology bends to filmmaking, not the other way around.”
Under Historyverse, Collective Studios is developing a slate including Hanuman, Krishna, Shiva, and Shivaji blending advanced AI systems with traditional craft. The summit session featured directors from Hanuman, Krishna, and Shiva alongside Collective leaders, diving into real-world case studies: what delivers on screen, what glitches, and how production economics are shifting.
At a summit packed with global tech brass and policymakers, Galleri5 stakes a bold claim, cinema’s future belongs to integrated systems, not isolated gadgets and India is building one right now. Whether you’re a filmmaker eyeing faster workflows or just curious about AI remaking epics, this OS could be the script-flip the industry didn’t see coming.
