Fevicol’s Kumbh Mela Campaign: “Hamesha Jode Rahe”

Fevicol, India’s most trusted adhesive brand, has always stood for strength, reliability, and unbreakable bonds. Over the years, its advertising campaigns have used humor and creativity to make a mundane product memorable. One of its most iconic marketing stunts was executed at the Kumbh Mela—a gathering of over 100 million pilgrims—where Fevicol reinforced its messaging with the tagline:

“Fevicol – Hamesha Jode Rahe” (Always Keeps Bonding).

This campaign brilliantly blended cultural insight, experiential marketing, and viral-worthy creativity to leave a lasting impression.

THE KUMBH MELA OPPORTUNITY

The 2016 Allahabad Kumbh Mela was a once-in-a-lifetime marketing opportunity:

• 120 million+ pilgrims gathered for the holy dip.
• Extreme crowding, makeshift arrangements, and a need for durability.
• A perfect setting to showcase Fevicol’s strength in a real-world scenario.

THE CAMPAIGN: “Hamesha Jode Rahe” – A Masterclass in Experiential Marketing

1. The “Unbreakable Bag” Giveaway

• Fevicol distributed 1 lakh (100,000) free, ultra-durable bags to pilgrims.
• These bags were designed to carry heavy loads, reinforcing Fevicol’s promise of strength.
• Subtle branding ensured the message was clear: “Fevicol se bana, tootega nahi” (Made with Fevicol, won’t break).

2. The Viral “Multi-Person T-Shirt” Stunt

• One of the most talked-about elements was the “Hamesha Jode Rahe” T-shirt.
• A single oversized T-shirt was designed to fit multiple people (5-6 pilgrims at once).
• Pilgrims were invited to wear it together, literally embodying the idea of unbreakable bonds.
• The stunt was photographed and shared widely, creating organic social media buzz.

3. The “Indestructible Bench” Installation

• A bench was placed near the river with the tagline: “Yeh Fevicol ka jod hai, tootega nahi!”
• It was engineered to hold an impossible number of people (mimicking Kumbh Mela’s overcrowding).
• Pilgrims were amazed as dozens sat on it without it breaking, reinforcing Fevicol’s durability.

4. Interactive Stalls & Street Plays

• Fevicol set up demonstration stalls where people could test adhesive strength.
• Street plays humorously showcased Fevicol’s bonding power in everyday situations.

RESULTS & IMPACT

✅ Massive Footfall Engagement – Direct interaction with millions of pilgrims.
✅ Viral Word-of-Mouth – The multi-person T-shirt and bench stunt became talking points.
✅ Media & PR Coverage – Earned free publicity through news and social shares.
✅ Brand Recall – Strengthened Fevicol’s image as the ultimate adhesive for unbreakable bonds.

WHY THIS CAMPAIGN WAS SO GENIUS?

1. Cultural Context

2. Experiential > Traditional Ads

3. Humor & Simplicity

4. Scalable Virality

KEY TAKEWAYS FOR MARKETERS

📌 Leverage Cultural Moments – Align campaigns with events that resonate emotionally.
📌 Experiential Wins – Let consumers “feel” the brand, not just see it.
📌 Create Shareable Content – Stunts that are visual, quirky, and participatory spread organically.
📌 Consistency in Messaging – Fevicol stuck to its core idea: unbreakable bonds.

FINAL VERDICT : A Case Study in Brilliant Marketing

Fevicol’s Kumbh Mela campaign was more than just advertising—it was a cultural moment. By embedding itself in a pilgrimage, Fevicol didn’t just sell glue; it became a symbol of trust and strength.