Introduction: Fevicol is one of the very most iconic brands in the Indian market. The uniqueness of its success report promises a fascinating case study of not only brand setting but also of advertising marketing communications, whether it is in the printing or electronic multimedia. Fevicol is possessed by Pidilite which has been processing it since 1959. The adhesive brand, which is immediately identifiable to many Indians, has been so popular that this has turned into a area of the popular culture. Very much so that it is now synonymous for any sort of adhesives and people use the term "fevicol" to point adhesive regardless of the real brand. It has to be agreed that Fevicol has already reached this stage by offering quality products continuously over five generations.