Mumbai: Fevicol, an adhesive brand from Pidilite Industries Ltd., has officially renamed Mumbai’s Marol Naka Metro Station to ‘Fevicol Marol Naka’ in a landmark branding initiative. This move celebrates the brand’s deep-rooted connection to the city while paying homage to its visionary founder, the late Shri Balvantray Kalyanji Parekh, on his 101st birth anniversary. Known as the ‘Fevicol Man,’ Parekh laid the foundation for an empire built on bringing people and materials together seamlessly.
The renaming of the station, facilitated by Madison Outdoor Media Solutions (MOMS), serves as both a tribute to Pidilite’s legacy and a strategic brand milestone. Fevicol, a brand synonymous with strong and lasting bonds, now cements its presence in Mumbai’s daily life in a truly unique way.
As part of this initiative, one of the vestibules of Fevicol Marol Naka station has been transformed into an immersive walk-through gallery, showcasing Fevicol’s legendary advertisements over the decades. This space is thoughtfully curated to connect commuters with Fevicol’s timeless and humorous campaigns, which have left an indelible mark on Indian advertising. Additionally, multiple digital screens throughout the station will continuously feature Fevicol’s most memorable ads, ensuring that passengers experience the brand’s creative storytelling during their transit.
Bharat Puri, MD of Pidilite Industries, shared his thoughts on the occasion, “At Pidilite, we believe in building lasting bonds. Our founder, Late Shri Balvantray Kalyanji Parekh, realized his dreams in Mumbai and established our first manufacturing facility in this area. On his 101st birth anniversary, we honor his legacy and our enduring connection to this city. With multiple Pidilite offices in the vicinity, this initiative is a source of immense pride for our employees who pass through this station daily.”
Jayesh Yagnik, CEO, MOMS, added, “As Fevicol continues to be an integral part of everyday life in India, it’s only fitting that we chose a platform that is central to the daily routines of millions of Mumbaikars. The Marol Naka Metro Station, as a key interchange hub, allows Fevicol to reach its target audience effectively and meaningfully. Madison’s meticulous approach has ensured this partnership is executed flawlessly, with a lasting impact for both Fevicol and Mumbai Metro.”
Rohit Chopra, COO, Times OOH, further commented, “We are thrilled to welcome Fevicol as the exclusive station branding partner at Marol Metro Station. As the sole concessionaire of Mumbai Metro Line 1, Times OOH is committed to delivering impactful brand experiences through high-visibility transit media solutions. This collaboration reinforces the power of metro advertising in connecting brands with millions of daily commuters, creating a lasting impression in a highly engaging environment. Marol is an elevated metro station on Mumbai Metro’s Line 1 (Blue Line), serving the Marol neighbourhood in Andheri (East), Mumbai. Andheri, being a key Commercial and residential hub in Mumbai, makes it an ideal station to build brand value while targeting a diverse audience. We are confident that this station will prove to be a valuable addition to the brand’s marketing initiatives.”
As Fevicol celebrates this milestone, it remains committed to innovation and customer trust—values that have cemented its leadership in the adhesive industry. Fevicol Marol Naka, a key transit point in Mumbai’s bustling metro network, will serve as a powerful ambient media space, reinforcing Fevicol’s ‘Mazboot Jod’ philosophy while strengthening its place in the hearts and minds of Mumbaikars.
