Pidilite Industries has dedicated a section of its FY2025-26 annual report to the late advertising veteran Piyush Pandey, celebrating his decades-long association with the company and the creative partnership that helped shape some of its most recognisable brands.
The report looks back at the work created for Pidilite’s brands, particularly Fevicol and Fevikwik, through a collection of campaign stories, archival material, personal memories and interactive elements.
Among the campaigns featured are How to Fish the Fevikwik Way, Dum Laga Ke Haisha, The Egg that Hatched a Legend, The Journey that Fevicol Bus Took, The Will that Changed the Game for M-Seal and The Fevikwik Kabadiwalli Fix.
The annual report concludes with a chapter titled ‘End of an Era’, which pays tribute to Pandey and his contribution to Indian advertising and Pidilite’s brand-building journey.
Sandeep Tanwani, chief marketing officer, Pidilite Industries, said the partnership with Pandey extended beyond advertising and played a role in building long-term consumer trust and brand affinity.
“For decades, Piyush Pandey helped shape the voice of our brands and create stories that became part of India's cultural fabric,” said Tanwani.
He added that the annual report was intended to celebrate a partnership that “went far beyond advertising” and contributed to the creation of enduring consumer trust and brand love for Pidilite.
The report also acknowledges the role of creativity and storytelling in building brands such as Fevicol, Fevikwik and Dr Fixit, which have become household names across generations.
Pooja Tandon, chief design officer, Pidilite Industries, said the company’s annual reports have traditionally been designed to reflect more than its financial performance, offering a window into its values, culture and relationships.
For the FY25-26 edition, the company sought to create a keepsake that would also serve as a tribute to Pandey. The design brings together archival material, campaign narratives, personal memories and interactive elements to document his contribution to Pidilite and Indian advertising.
“Every page is a tribute not just to memorable campaigns, but to the creative spirit, cultural insight and human connections behind them,” Tandon said.
She added that the edition was a collaborative effort involving Pidilite, its board, Ogilvy, Prasoon Pandey and others associated with the company’s long-standing creative journey.
Through the report, Pidilite has positioned its annual review not merely as a record of its FY25-26 business performance, but also as a retrospective on the creative ideas and partnerships that have helped build its brands over the years.
