MUMBAI, 13 March 2025 – In a brilliantly adhesive marketing move, Pidilite Industries has slapped its iconic Fevicol brand onto Marol Naka Metro Station, permanently bonding itself to one of Mumbai's busiest commuter hubs.

The station, now officially dubbed Fevicol Marol Naka, marks the first time the adhesive giant has glued its name to public infrastructure, creating an unmissable presence in a location that sees millions of Mumbaikars pass through its gates daily.

The  rebrand coincides with what would have been the 101st birthday of Pidilite's founder, the late Balvantray Kalyanji Parekh, whose first manufacturing facility stood a stone's throw from the station – a connection that company bigwigs were keen to cement.

"At Pidilite, we believe in building lasting bonds," said managing director Bharat Puri in what must surely rank as the most on-brand statement ever delivered. "This initiative brings immense pride to our employees who frequent this station daily."

The station makeover, which reportedly cost Pidilite a packet that would make even Mumbai's eye-watering property prices look reasonable, includes playful artwork featuring the brand's legendary humorous advertisements that have stuck in the nation's collective consciousness for decades.

For commuters accustomed to Mumbai's famously packed trains, the irony of being sandwiched together in carriages sponsored by the country's most famous adhesive won't be lost.

Madison's outdoor media specialists MOMS orchestrated the deal, with CEO Jayesh Yagnik noting that metro stations offer brands  "an effective and meaningful targeted audience." 

Times OOH -  which is the the sole concessionaire of Mumbai Metro Line1 -  COO Rohit Chopra was quite cock-a-hoop about the station branding. Said he: “ Times OOH is committed to delivering impactful brand experiences through high-visibility transit media solutions. We are confident that this station will prove to be a valuable addition to the brand’s marketing initiatives."

Industry insiders suggest this high-visibility gambit could trigger a rush of copycat deals, as brands scramble to paste their identities onto Mumbai's expanding metro network before the best stations are taken. Chopra is  surely going find himself busy fielding proposals. 

For now, Fevicol has ensured that its relationship with Mumbai's commuters will be exactly what its products promise: impossible to separate.