Brands
Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign
MUMBAI: Marking its 60th anniversary in the Indian industry, adhesive brand Fevicol, from the house of Pidilite, is going to launch a new mega campaign capturing its bonding qualities. The 90-second-long campaign is not only going to be the longest by Fevicol ever, but will probably be the first campaign to run as a separate content on OTT platforms like Hotstar, SonyLIV, ZEE5, etc.
The campaign was launched by Pidilite Industries Ltd MD Bharat Puri and Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey in Mumbai on Monday.
Speaking about the long duration of the campaign in the world of 10-second long narratives, Puri said that if one has a story to tell, the writing is good and narrative is appealing, people will surely watch the whole ad. He insisted that to give the completion of 60 years of an iconic brand like Fevicol a greater impact, it was necessary to create a film and not just an ad film. And that is also why it is being hosted as a separate film on OTT platforms.
The TVC tells the story of a two-seater sofa, covering its 60-year-long journey across households, generations, and families in Fevicol’s signature humorous and human fashion set against a peppy background score in Bihari dialect, written by Prasoon Pandey. The ad has simultaneously been created in six languages including Hindi, Bengali, Marathi, Tamil, and Telugu.
Speaking about the storyboard of the ad, Piyush Pandey revealed that Fevicol has always had an integral approach to make its ads look inherently Indian. “I have been working with this brand for more than four decades and we have never subtitled the ads even for international festivals like Cannes. There are a few things that are cultural yet universal and Fevicol ads have been using that narrative in its ads since ever.”
Puri added that Fevicol’s vocabulary has always been the one that brings out a sweet smile on the viewer’s face with its humorous approach and has never relied on laugh-out-loud intakes. He shared that the new TVC is built on the same core principles of keeping its Indianness and subtle humour alive.
In its first leg, Fevicol has kept a budget of Rs 20 crore for the campaign which will go live on TV and digital platforms supported by radio and cinema.
Pidilite Industries Ltd CEO Fevicol division Nitin Chaudhary told Indiantelevision.com that the ad will go live on genres on TV including news and movies with a major focus on GECs. Given the constraint of running a 90-second ad on TV, it might not be placed during sports events like one-day matches.
He also shared that apart from TVC, several activities and campaigns have been planned for stakeholders in the B2B domain, while for consumers the TVC is the only marketing output.
Puri, during the press conference, mentioned that they had also created a small prank campaign for the employees of Fevicol and Pidilite by duping into believing that the iconic elephants of the brand will be retiring on the 60th anniversary.
Brands
Bosch and Tata AutoComp to form JV for e-mobility in India
Equal stake venture to build electric drive systems and motors
BENGALURU: Bosch Limited and Tata AutoComp Systems are joining forces to tap into India’s fast-evolving electric mobility story, announcing plans for a 50:50 joint venture focused on key vehicle electrification technologies.
The proposed venture, expected to begin operations by mid-2026 subject to regulatory approvals, will focus on engineering, manufacturing and sales of eAxle systems and electric motors. Headquartered in Pune, it aims to bring global technology closer to the local market at a time when India’s automotive sector is shifting gears towards electrification.
For Bosch Group India president and Bosch Limited managing director Guruprasad Mudlapur, the direction is clear. He noted that battery electric technology is central to reducing emissions across passenger vehicles and select commercial segments, adding that the partnership is designed to accelerate adoption through advanced and efficient solutions.
The collaboration reflects a broader shift in the mobility landscape, where global expertise is increasingly being localised. Bosch Limited joint managing director and Mobility Solutions India president Sandeep Nelamangala, pointed out that customers are seeking cutting-edge global technologies tailored for India, a demand this venture aims to meet.
From Tata AutoComp’s perspective, the partnership brings complementary strengths to the table. Tata AutoComp vice chairman Arvind Goel, highlighted that India’s mobility ecosystem is being reshaped by electrification, localisation and the need for scalable solutions, making such collaborations increasingly vital.
Bosch’s global commitment to e-mobility is already significant, with investments exceeding six billion euros. Robert Bosch GmbH executive vice president, manufacturing and quality, electrified motion Karsten Müller, said the venture will help bring these technologies to India while strengthening the company’s regional presence.
With India now the world’s third-largest automotive market, the timing of the partnership is notable. As the country accelerates towards cleaner mobility, this joint venture positions both companies to ride the electric wave, combining engineering muscle with market ambition.
