Pidilite Industries, the manufacturer of the popular adhesive brand Fevicol, has acquired the naming rights for the Marol Naka Metro Station in Mumbai. The partnership, facilitated by Madison Outdoor Media and Solutions and TIML, aims to enhance brand visibility and pay tribute to the brand’s founder, the late Balvantray Kalyanji Parekh, on his 101st birth anniversary. The station will be renamed “Fevicol Marol Naka” to commemorate the occasion.
This move aligns with Pidilite’s strategy to build lasting connections, as the company’s first manufacturing facility was established in the area. The station, which is a key hub in Mumbai’s metro network, is expected to provide Fevicol with an effective platform to reach its target audience.
Madison Outdoor Media and Times OOH, the concessionaire of Mumbai Metro Line 1, is confident that the partnership will have a lasting impact and create a memorable brand experience for millions of daily commuters. The Marol Naka Metro Station, located in the heart of Andheri (East), is an ideal location for brand building and targeting a diverse audience.
The partnership is seen as a strategic move to leverage the power of metro advertising, which provides a high-visibility and engaging environment for brands to connect with their target audience. With this initiative, Fevicol aims to reinforce its position in the market and build a lasting brand image. The station’s new name, “Fevicol Marol Naka”, is expected to be a visual representation of the brand’s presence and identity in the city.