At the Pitch CMO Summit 2025, Sandeep Tanwani, Chief Marketing Officer of Pidilite Industries, shed light on the evolving role of CMOs and the enduring success of Fevicol. Speaking with Dr. Annurag Batra, Tanwani emphasised the power of storytelling, the need for consumer-centric innovation, and how timeless marketing principles continue to drive brand success.
Tanwani highlighted how Fevicol has embedded itself into India's cultural fabric, becoming a brand that people relate to beyond its functional use. “Fevicol is not just a Pidilite brand; it’s a people’s brand,” he stated. He attributed this deep-rooted connection to Pidilite’s strategic approach to identifying underserved categories and addressing evolving consumer needs.
Reflecting on Fevicol’s 65-year journey, Tanwani noted that the brand has consistently adapted to shifting consumer behaviours, transforming a simple adhesive into an iconic name referenced in Bollywood, politics, and everyday conversations.
Tanwani described today’s CMO as more than just a brand communicator. He emphasised trendspotting as a critical function, stating, “Missing a trend can be extremely costly for any brand.” The modern CMO must balance consumer insights, innovation, and sustainability while integrating technology into marketing strategies.
“The lines between marketing and technology are blurring, and as CMOs, we must be at the forefront of this change,” he remarked, underscoring the importance of real-time consumer insights and AI-driven marketing innovations. Understanding evolving consumer behaviors is crucial, Tanwani said, citing the example of millennials who prefer changing interiors frequently. In response, Pidilite introduced 'Fevicol Relamp,' a solution enabling furniture refurbishing without complete replacement. “Innovation isn’t about pushing products; it’s about solving real problems,” he noted.
Tanwani also stressed that staying connected to consumers is key. “There is an unsaid rule in my mind—until I meet 100 consumers, I don’t form a point of view on whether something is a trend or a fad.” Technology, especially Generative AI, has revolutionised marketing. Pidilite leverages MarTech for faster creative iterations, real-time insights, and lead generation. By gathering input from carpenters, plumbers, and other professionals, the company ensures its innovations align with market needs.
Despite the rapid changes in marketing, Tanwani insists that some principles remain unchanged. “Trust and reliability are non-negotiable. If we promise something, we better live up to it rather than overpromise,” he asserted. He warned against brands following fleeting trends at the cost of long-term credibility.
Tanwani emphasised that sustainability is no longer an afterthought but a fundamental business strategy. “One big change we have to make is baking sustainability into our business model.” Pidilite has set ambitious goals for 2030, surpassing targets in water conservation and emissions reduction. He highlighted Fevicol’s initiative to reduce furniture wastage by encouraging refurbishing over replacement.
As media, entertainment, and commerce converge, agencies must evolve alongside brands. “The pace of change is scorching. The lines are blurring, and both marketers and agencies must step up together,” he said. He praised Pidilite’s agency partners, Ogilvy and Madison, for their adaptability in short-form content, social engagement, and B2B marketing innovations.
Managing iconic brands like Fevicol while driving future innovations requires a balanced approach. “I split my time equally—50% on sustaining existing brands and 50% on future strategies,” Tanwani revealed. This ensures that while Pidilite stays relevant in today’s market, it also remains ahead of the curve in anticipating future consumer needs.
Tanwani’s insights reinforce that building an iconic brand requires a mix of authenticity, consumer-centric innovation, and technological adaptability. With Fevicol as a testament to Pidilite’s unwavering commitment to these principles, the company continues to set benchmarks in marketing, sustainability, and brand trust. The role of the CMO, as Tanwani illustrates, is no longer confined to communication but has expanded into shaping the future of business itself.
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