Harsh Goenka says Fevicol's 'we will stick together' marketing campaign at Kumbh Mela was 'great'

RPG Group chairperson Harsh Goenka reshared a video explaining why Fevicol's campaign struck a chord. (Image credit: Harsh Goenka, Fevicol)

Industrialist Harsh Goenka has praised a marketing campaign that adhesive company Fevicol carried out at the Kumbh Mela in Uttar Pradesh. The RPG Group chairperson reshared a video on X that explained why the campaign on "gluing people together" struck a chord not just with pilgrims but also with marketers and other enthusiasts on social media.

"Great marketing campaign by Fevicol at Kumbh Mela!" Goenka wrote.

Great marketing campaign by Fevicol at Kumbh mela! pic.twitter.com/JTyWbfmel2
Harsh Goenka (@hvgoenka) February 18, 2025

The video was created by Harvinder Singh Sabarwal who makes marketing-related content on Instagram. In it, Sabarwal pointed out that in Kumbh Mela, one of the world's largest gatherings, thousands get lost or separated from their families and loved ones. He also cited reports that claimed that during one Kumbh Mela about three lakh people went missing of which about 38,000 were lost in a single day.

To solve this problem, Fevicol distributed specially designed t-shirts to devotees at the gathering. These t-shirts had up to three head holes and six arm holes allowing three people to wear them together. Moreover, the garment bore the print: "We will stick together".

Explaining why Sabarwal felt the campaign was brilliant from a marketing perspective, he said, "Fevicol didn't just advertise their product, they solved a real serious problem that affects hundreds and thousands of people."

Sabarwal also pointed out that the adhesive company turned that brand message of strong bonding into a physical experience. "People were used to seeing an ad. Now, they are living it," he said.

Several social media users appeared to agree.

"Bro even Fevicol digital ads are way more ahead in the marketing industry," Instagram user Kaushik Shaw (kaushik_.fit) commented. X user Malkaar Akshay (@Malkaar_Akshay) wrote, "If we have to redefine product marketing then it has to be Fevicol. Insane, man. I wonder if people buy or even know any of their competitors."

Read more: How Fevicol turned Ronaldo's Coca-Cola controversy into a creative social media campaign