MAM
Fevicol sticks to fun with a new twist on glue-tube design
MUMBAI: Stick it like a pro, play it like a kid. Fevicol MR, the glue that generations have grown up with, just got a spunky makeover and it’s sticking the landing in style. Pidilite Industries has rolled out an all-new packaging for its iconic craft adhesive, bringing pen-like precision and childlike joy into classrooms, craft corners, and stationery aisles across the country.
The new design features a slick pull-push lock mechanism and a mess-free nozzle, goodbye dried caps and gooey disasters. Shaped like a pen for easy handling by tiny hands, the pack comes in six eye-popping designs, each armed with a QR code linking to craft tutorials for the little Da Vincis and Picassos of tomorrow.
And it’s not just looks that are getting the upgrade. A bouncy new jingle “Pull Karo, Stick Karo, Push Karo” powers the TVC, turning the simple act of gluing into a toe-tapping, cap-twirling performance that’s hard to forget. The spot captures the sheer delight of a kid immersed in creation, reinforcing Fevicol’s role as a childhood essential.
Speaking on the development, Pidilite Industries Ltd., senior vice president for consumer products Kashyap Gala stated, “The revamp of Fevicol MR’s packaging reaffirms our commitment to pioneering innovations that enhance the consumer experience. Consumers have widely appreciated the new packaging. The innovative design has resonated well, particularly with children and their parents, who find the new features both practical, useful, and enjoyable. The ease of use and the fun element introduced by the new designs have enhanced the overall crafting experience.”
With vibrant in-store displays and fresh packaging now out at stationery stores nationwide, the 60-year-old adhesive proves it’s still got the glue game on lockdown. The makeover not only freshens up a classic, but also reinforces Fevicol MR’s promise to spark creativity, one crafty capless tube at a time.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
