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Kapil Narnaware, the Chief Marketing Officer at Pidilite Industries, believes that it is crucial to strike a balance between performance marketing and brand marketing. In an interview with Exchange4Media, Narnaware emphasized that while performance marketing provides immediate results, brand marketing helps create long-term value for the organization.

Narnaware acknowledged that in today’s digital landscape, it is tempting to focus solely on performance marketing, which is measurable and often provides quick returns. However, he believes that neglecting brand marketing can be detrimental to a company’s long-term success. Brand marketing, he argued, helps create an emotional connection with customers, builds loyalty, and fosters brand recognition.

According to Narnaware, Pidilite Industries, a leading manufacturer of adhesives and sealants, has seen significant benefits from adopting a balanced approach to marketing. The company has implemented a mix of both performance marketing and brand marketing strategies, which has enabled it to achieve its goals more effectively.

The company’s brand marketing efforts, Narnaware explained, focus on storytelling, building brand awareness, and creating a connection with customers. This approach has helped Pidilite Industries to build a strong brand identity and establish itself as a leader in the industry.

On the other hand, the company’s performance marketing efforts are designed to drive immediate results. Narnaware stressed that performance marketing is essential for driving sales, leads, and conversions. He highlighted that by combining performance marketing with brand marketing, Pidilite Industries has been able to achieve a 30% increase in sales and a 25% increase in brand perception.

To achieve this balance, Narnaware emphasized the importance of collaboration between teams. He underscored that effective communication between the brand marketing and performance marketing teams is crucial to ensure that both strategies work together seamlessly. He also stressed the need for clear objectives, measurable KPIs, and a strong brand vision to guide the marketing efforts.

Narnaware’s views on the importance of balancing performance marketing with brand marketing are relevant to many companies, as they navigate the complexities of the digital marketing landscape. By adopting a holistic approach that incorporates both performance marketing and brand marketing, organizations can create a strong brand identity, build customer loyalty, and drive business results.

Pidilite and Ogilvy India have launched a new campaign for Dr. Fixit, positioning the brand as the “Baap of Waterproofing”. The campaign, which is set to go live on Monday during Kaun Banega Crorepati (KBC), showcases the power of Dr. Fixit’s waterproofing solutions in a humorous and relatable way. The ad features a situation where a torrential downpour turns the rooftop into a swimming pool, while the interior remains completely dry, highlighting the superiority of Dr. Fixit’s waterproofing technology.

The campaign stars Amitabh Bachchan as a carefree husband, who is enjoying the rain with his wife, played by another actress. The wife remains unbothered and confident, knowing that Dr. Fixit has done its job of keeping the interior dry. The ad’s tagline, “Paani hai baahar, sookha hai andar, Dono ko never mix it – Waterproofing ka sach mein, Baap hai Dr. Fixit”, emphasizes the brand’s expertise in waterproofing solutions.

The ad takes an unexpected twist when the wife spots wet shoes on the carpet and exclaims, “Geele joote??? Carpet pe??? Out!!!”, adding a hilarious and relatable punch to the humor. The campaign’s intent is to showcase Dr. Fixit’s ability to deliver effective waterproofing solutions, making it the “Baap” (father) of waterproofing.

The campaign will be broadcast on KBC, marking 25 years of Pidilite’s association with the popular TV show. The ad’s lighthearted tone, catchy lines, and relatable situation are designed to engage audiences and reinforce Dr. Fixit’s position as a trustworthy and effective waterproofing solution. With its unique blend of humor and messaging, the campaign is likely to resonate with audiences of all ages.

Here is a summary of Pidilite’s innovations in the packaging industry, as mentioned in Packaging South Asia:

Pidilite, a leading manufacturer of laminate and adhesive products, has been at the forefront of innovations in the packaging industry. The company has continuously developed new and improved products, processes, and solutions to cater to the evolving needs of the packaging industry. Here are some of the key innovations that Pidilite has brought to the table:

Smart Packaging Solutions: Pidilite has introduced a range of smart packaging solutions that aim to reduce waste, improve sustainability, and enhance product protection. These solutions include anti-microbial laminates, breathable laminates, and laminates with built-in air vents to reduce moisture and gas transmission.

Eco-Friendly Packaging: Pidilite has also developed eco-friendly packaging solutions that are designed to reduce carbon footprint and minimize waste. These solutions include biodegradable and recyclable packaging materials, reducing the use of non-renewable resources, and promoting a circular economy.

Specialized Laminates: Pidilite has created a range of specialized laminates that cater to specific industries, such as pharmaceuticals, food, and beverages. These laminates are designed to meet the unique requirements of each industry, ensuring the products are safe, secure, and effective.

Innovative Coatings: Pidilite has developed innovative coatings that provide enhanced barrier properties, scratch resistance, and abrasion resistance to its products. These coatings are designed to enhance the performance and shelf life of packaged goods.

Corrugated Packaging: Pidilite has introduced a range of corrugated packaging solutions that offer improved strength, storage, and transportability. These solutions include corrugated boxes, trays, and other packaging materials.

Digital Printing Solutions: Pidilite has also ventured into digital printing solutions, enabling brands to print high-quality, eye-catching graphics and messages on packaging materials. This technology allows for easy adaptation to changing marketing strategies and personalized customer engagement.

Partnerships and Collaborations: Pidilite has formed strategic partnerships with other industry players to stay ahead of the curve. These partnerships facilitate knowledge sharing, innovation, and access to new technologies, ensuring the company remains at the forefront of the packaging industry.

In conclusion, Pidilite’s commitment to innovation has enabled the company to deliver a wide range of solutions that cater to the diverse needs of the packaging industry. From smart packaging solutions to eco-friendly materials, specialized laminates, and innovative coatings, Pidilite has consistently demonstrated its ability to adapt and evolve with the ever-changing needs of the industry. Its focus on R&D and partnerships has positioned the company as a leader in the packaging industry, poised for continued growth and success in the years to come.

According to the content, Pidilite Industries, a leading adhesive and industrial solutions company, has seen its stock price rise by 1.3% on the Bombay Stock Exchange (BSE) Sensex. This is a positive development for investors and shareholders, as it indicates a growth in the company’s value.

Pidilite Industries is a well-established company with a diverse range of products, including adhesives, sealants, and coatings. Its products are used in various industries such as construction, automotive, and consumer goods.

The 1.3% rise in the company’s stock price is likely due to a combination of factors, including strong financial performance, growth prospects, and a positive outlook for the industry. The company’s financials have been strong in recent years, with consistent revenue growth and healthy profit margins.

The Sensex, which is a benchmark index for the Indian stock market, has also seen a rise in recent days, driven by positive economic indicators and a stable macroeconomic environment. The rise in Pidilite Industries’ stock price is likely to be influenced by the overall market trend, as well as the company’s specific financial performance and prospects.

Pidilite Industries Limited has received an order from the Joint Commissioner of CGST & Central Excise in Indore, imposing a penalty of ₹ 1,15,88,015 in relation to the GST Audit for the years 2017-18, 2018-19, and 2019-20. The penalty is based on the Central Goods and Services Tax Act 2017. The company plans to appeal the order and will review the decision to determine its next steps. The company will exercise its right to appeal to the highest authority as permitted by law. This disclosure is made under Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015. The company’s stock market notice states that the order is appealable and the company is reviewing the order.

Fevicol, a leading adhesive brand from Pidilite Industries, successfully organized the annual Shram Daan Diwas initiative, bringing together over 30,000 woodworkers and contractors across 1500 cities. The event took place on December 20, 2024, where participants donated a day’s worth of free labor to repair and refurbish furniture for 800 NGOs, schools, hospitals, and institutions supporting underprivileged children. The Fevicol Champions Club (FCC) is a platform for woodworkers and their families, offering skills training, community engagement, and social activities. Shram Daan Diwas has received national recognition, including mentions in the Limca Book of Records and the Asian Book of Records. The initiative has positively impacted numerous institutions, including schools for the blind, disabled, and hearing-impaired, as well as orphanages and hospitals. The event is part of Pidilite’s efforts to support holistic growth and community well-being.

Pidilite Managing Director Bharat Puri emphasized the need for the FMCG sector to reignite volume expansion and embrace strategic innovation to maintain growth. The sector has been facing a slowdown in urban demand, leading to subdued growth during October and November. Puri noted that modern trade and quick-commerce channels are thriving, offering new growth avenues, and that insurgent brands are capturing significant growth by winning over underserved customers.

Experts at a CII summit discussed the need for FMCG companies to innovate, invest in digital capabilities, and adopt entrepreneurial operating models to stay competitive. They also highlighted the potential for Indian FMCG to achieve volume growth, with margins likely to continue expanding.

The rise of dark stores and quick commerce is reshaping retail dynamics, creating a highly competitive and evolving market. Customers are willing to trade brand loyalty for convenience, challenging businesses to adapt quickly. To stay relevant, companies must experiment with formats, defend core brands, and explore premiumization.

To remain competitive, businesses must prioritize innovation, investment in digital capabilities, and the adoption of entrepreneurial operating models. This was stated by Puri, the chairman of the CII FMCG National Committee, emphasizing the importance of such strategies for companies to succeed. Additionally, he stressed the need for robust data strategies to enable personalized engagement with customers.