Madison Media has won the media duties for Pidilite Industries. The agency bagged the business without a pitch being called for. No official word from Pidilite or Madison was forthcoming on the account movement. A senior source, however, has confirmed the development.
The account was earlier being handled by MEC. With this development, Pidilite ends its long association with GroupM, as Maxus and Mindshare have also handled the account before MEC.
Pidilite has remained aggressive on the communication front and is well known for its Fevicol commercials. Among the recent campaigns is the underwater film for Fevicol Marine, a new variant of the adhesive that brought back the famous "tug-of-war" concept of the first Fevicol commercial with the iconic line, "Dum lagake, zor lagake haisha".
There was also the much popular 'Moochwali' campaign last year, on the occasion of Fevicol completing 50 years in India. The campaign was positioned as the "World's Shortest Feature Film".
The product range of the company includes adhesives and sealants, construction and paint chemicals, automotive chemicals, art materials, industrial adhesives, industrial and textile resins and organic pigments and preparations.
Besides Fevicol, the other major brands of Pidilite include M-Seal, Hobby Ideas, Sargent Art, Dr Fixit and Cyclo.