Since 1959, Fevicol has been giving consistent quality of adhesives. The breakthrough came in ‘70s with launch of a 30 gm. collapsible tube for use by school students and other professionals. The brand concept of using elephants trying to break the Fevicol ka jod (fevicol bond – a tagline in the ever-creative ad commercials by O&M), retains the Indian way of creating humor and establishing the strength of product feature. The concept of eternal ‘Bonding’ has created such a strong equity for the brand, that now people ask for Fevicol and not other adhesives. Similarly, the typography of the word Fevicol seamlessly bonds the letters together.