Fevicol's patch up job

By Devesh Gupta , afaqs!, New Delhi | In Advertising | December 24, 2013
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The adhesive brand recently collaborated with carpenters and fixed the furniture of more than 300 schools across the country.

Pidilite's adhesive brand Fevicol recently organised a day-long activation across schools in India. It partnered with more than 22,000 woodworkers and carpenters and fixed the furniture at more than 300 schools, institutions and organisations for underprivileged children across the country.

The brand provided the tools and the materials required for the activation. Titled Shram Dan Divas, the activation was organised on December 20. Carpenters and contractors donated a day's labour during the day in order to help the students. The activity was organised under the Fevicol Champions' Club (FCC) and took place in more than 145 locations across the country.

This is the third edition of Shram Dan Divas. Last year, 15,000 woodworkers reached out to 306 institutes. It was celebrated across the country in cities like Mumbai, Delhi, Pune, Nagpur, Nasik, Ahmedabad, Baroda, Rajkot, Surat, Gandhinagar, Gondal and others.

As a part of the activation, repair work was carried out in blind schools, tribal schools, schools for disabled, municipal schools, orphanages, government schools and hospitals, old age homes, amongst others that are operated by NGOs and government.

Fevicol Champions' Club (FCC) is a platform for wood-working contractors created by Pidilite in 2002 for their personal and professional growth. It includes more than 35,000 members across 120 towns.

Nilesh Mazumdar, president, sales and marketing, Fevicol Division, Pidilite Industries, says, "We are humbled by the heartfelt gesture of FCC members where daily wage earners such as woodworkers and contractors renounced their income for an imperial cause using their skills and intellect. Third year in a row, Shram Daan Diwas has grown four folds. With each year, untold members want to join the FCC wing to contribute something to the society and community at large. We are more than happy to be associated in whatever way possible and pay advertence to their efforts."

Pidilite Industries was launched in 1959 and its product range includes paint chemicals, automotive chemicals, art materials and stationary, fabric care, maintenance chemicals, industrial adhesives, industrial and textile resins and organic pigments and preparations. Apart from Fevicol, some of the other brands are M Seal, FeviKwik, Fevistik, Roff, Dr. Fixit, Sargent Arts, Hobby Ideas and Cyclo.

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