Pidilite’s Apurva Parekh unravels the power of ‘Jod’ in OOH media

At the recent OOH Advertising Convention (OAC) 2025, Apurva Parekh, Executive Vice Chairman from Pidilite Industries Limited, captivated the audience with a presentation centered on the question: “Is Outdoor Media Ka Jod, Mazbooti Ka Jod” (Is the bond of OOH media, a bond of strength?). His session highlighted Pidilite’s unique approach to Out-of-Home (OOH) advertising, rooted in deep connection and cultural relevance. 

Apurva began by articulating Pidilite’s core belief: “Vyavahar before Vyaapaar” – emphasizing relationships and conduct over mere commerce. This philosophy, he explained, is the bedrock of what Pidilite calls ‘Jod’ – a strong, enduring bond. For Pidilite, ‘Jod’ is meticulously built through genuine relationships and impactful communication. This communication, he noted, is designed to be clutter-breaking, culturally relevant, and ultimately, to forge emotional bonds with consumers. 

Pidilite, a house of iconic brands, has leveraged this ‘Jod’ philosophy to great effect in its OOH campaigns. Apurva showcased several creative executions that powerfully illustrate this approach. Among them was a striking Araldite billboard featuring a massive road roller. This innovative display, seen on busy streets in Mumbai and Delhi, was a vivid testament to the adhesive’s legendary strength, reviving memories of an iconic 1980s Araldite campaign in the UK. The billboard literally put a road roller on a hoarding, powerfully communicating Araldite’s “Jode kuch bhi” (joins anything) proposition and its unmatched strength and reliability. 

The presentation also detailed how Pidilite has expanded its presence through strategic naming rights, transforming Marol Naka Metro Station into “Fevicol Marol Naka Metro Station.” This significant rebranding, managed by Madison Outdoor Media Solutions (MOMS), was announced on the 101st birth anniversary of Pidilite’s founder, Shri Balvantray Kalyanji Parekh. As part of this initiative, one of the station’s vestibules was transformed into a walk-through gallery showcasing Fevicol’s legendary, humorous advertisements, connecting with millions of daily commuters and reinforcing the brand’s core message of ‘Mazboot Jod’ (strong bond). 

Furthermore, Apurva highlighted the celebrated Fevicol Teeka ID campaign at the Prayagraj Kumbh Mela. Recognizing that millions gather and often get separated, Fevicol introduced a unique solution: a “Teeka ID.” This small yet powerful symbol of connection helped reunite lost individuals with their loved ones, embodying the brand’s essence that “no bond is ever broken” and seamlessly merging utility with brand messaging in one of the world’s largest human gatherings. 

Pidilite’s commitment to culturally resonant OOH was further exemplified by their Haisha Paints campaign at the Orissa Rath Yatra and Dr. Fixit’s presence at the Maharashtra Pandharpur Wari. At the Jagannath Rath Yatra, Haisha Paints set up a vibrant stall, engaging devotees with a thumb-stamping activity that supported Odishan arts and artisans. For every thumb stamp, Haisha Paints donated to an NGO training Pattachitra artists and also launched a new color book inspired by Odisha’s rich artistic heritage. Similarly, Dr. Fixit’s presence at the Pandharpur Wari, a significant pilgrimage in Maharashtra, allowed the brand to connect directly with pilgrims, addressing their practical needs and reinforcing trust through community engagement during this massive annual event. 

Apurva emphasized that OOH plays a crucial role in building ‘Jod’ not just through mass awareness, but also at critical business decision points and within rural markets. He showed how OOH effectively reaches diverse audiences, from urban centers to remote villages, leveraging context and impact to strengthen brand ties. 

Looking ahead, Apurva affirmed Pidilite’s continued commitment to leveraging the “next” in OOH to strengthen their ‘Jod’. This includes exploring digital OOH innovations that enable sharper targeting, dynamic messaging, and greater measurability, ensuring that the bonds they build with consumers remain as strong and relevant as ever.