Pidilite retains Umbrella

Umbrella has been retained by Pidilite for design direction and it will do graphic designing for the brand’s extensive and diverse portfolio.

Explaining her company’s choice, Pooja Tandon, design manager, Pidilite, says, “Our product range includes adhesives, sealants, paints, construction chemicals, fabric care, art and stationery. It is a challenge to meet the design requirements of these brands, each of which needs to be approached and treated differently. This is where Umbrella proves to be a valuable asset.”

She adds, “Umbrella is a name to reckon with for its designs. Add to that the fact that it has a good understanding of our diverse consumer base. It provides great design solutions for print and production, packaging and space design.”

Speaking of the acquisition, Supriya Kulkarni, design director, Umbrella, says, “I have been associated with Pidilite Industries for almost three years now. Due to this association with the brand, I have developed a better understanding of the company and its diverse products. This has worked as an advantage while working on the account.”

Kulkarni says, “Pidilite gives us a real wide canvas to work on. We design for local carpenters on one hand and an international audience on the other.”

Pidilite has over 200 leading brands like Fevicol, Fevicryl and Dr Fixit, catering to different target groups such as professional artists, students, housewives and craftsmen, to name a few.

For the record, Umbrella recently revamped the corporate identity of Kalyani and Reliance Industries.

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