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Fevicol, in existence since 1959[1], is a brand of adhesives, manufactured and marketed by Pidilite Industries Ltd . According to Pidilite Industries Ltd. the Fevicol brand enjoys upwards of 60% market share of the adhesive market in India[2]. For its advertising, Fevicol won a Cannes Lions Silver award in 2002[3] and has won several ABBY awards[4]. Ogilvy & Mather, the advertising agency responsible for the brand's advertising claim, "From the physical aspects of the word to the metaphorical manifestations - 'Fevicol is Bonding and bonding is Fevicol' in the mindspace of people at large."[5]