Fevicol, India's iconic adhesive brand from Pidilite Industries Ltd., has announced the renaming of Marol Naka Metro Station to ‘Fevicol Marol Naka.’ This change comes as a tribute to the brand’s deep connection to Mumbai and as a homage to its founder, the late Shri Balvantray Kalyanji Parekh, fondly known as the ‘Fevicol Man,’ on his 101st birth anniversary.
The renaming reflects Fevicol’s strong brand presence and honours the visionary founder who built the company on the simple philosophy of bringing people and materials together seamlessly. The strategic partnership facilitating the renaming was managed by Madison Outdoor Media Solutions (MOMS).
As part of the rebranding, one of the vestibules at Marol Naka Station has been transformed into a walk-through gallery showcasing Fevicol’s legendary advertisements over the years. The exhibit aims to connect commuters with Fevicol’s timeless and humorous ad campaigns that have entertained Indians across generations. Additionally, digital screens throughout the station will continuously play Fevicol’s iconic ads, offering passengers a unique experience of the brand’s creative storytelling.
Speaking on the occasion, Bharat Puri, MD of Pidilite Industries, said, "At Pidilite, we believe in building lasting bonds. Our founder, Late Shri. Balvantray Kalyanji Parekh, realised his dreams in Mumbai and started the first manufacturing facility in this area. Celebrating his 101st birth anniversary, we honour his legacy and our connection to this city. The neighbourhood is now home to multiple Pidilite offices—this initiative brings immense pride to our employees who frequent this station daily."
Jayesh Yagnik, CEO of MOMS, added, "As Fevicol continues to be an integral part of everyday life in India, it’s only fitting that we chose a platform that is central to the daily routines of millions of Mumbaikars. The Marol Naka Metro Station, as a key interchange hub, allows Fevicol to reach its target audience effectively and meaningfully. Madison’s meticulous approach has ensured this partnership is executed flawlessly, with a lasting impact for both Fevicol and Mumbai Metro."
Mr. Rohit Chopra, COO of Times OOH, said, "We are thrilled to welcome Fevicol as the exclusive station branding partner at Marol Metro Station. As the sole concessionaire of Mumbai Metro Line 1, Times OOH is committed to delivering impactful brand experiences through high-visibility transit media solutions. This collaboration reinforces the power of metro advertising in connecting brands with millions of daily commuters, creating a lasting impression in a highly engaging environment. Marol is an elevated metro station on Mumbai Metro's Line 1 (Blue Line), serving the Marol neighbourhood in Andheri (East), Mumbai. Andheri, being a key Commercial and residential hub in Mumbai, makes it an ideal station to build brand value while targeting a diverse audience. We are confident that this station will prove to be a valuable addition to the brand’s marketing initiatives."
As Fevicol celebrates this milestone, the brand continues to focus on innovation and customer trust, values that have cemented its leadership in the adhesive industry. Marol Naka serves as a crucial transit point in Mumbai’s busy metro network, with ambient media visibility set to reinforce Fevicol’s core message of ‘Mazboot Jod,’ solidifying the brand's position in the hearts and minds of Mumbaikars and beyond.
