Fevicol MR Turns Every Fix Into a Superpower, As It Joins Forces With Disney’s Marvel for a Spider-Man Edition

Pidilite’s Fevicol MR, a well‑known name in art‑and‑craft adhesives, is stepping into pop culture through a Disney partnership that kicks off with Marvel’s Spider‑Man this month, a campaign imagined and delivered by Schbang. Built around the tagline “Fevicol ki Power ko banao apni Superpower,” the collaboration reframes Fevicol MR’s everyday promise of sticking, building and creating as a genuine superpower—one that every child (and the parent who hands them the bottle) already possesses.

At the heart of the launch is a new hero film that flips between an imagined world and the real one. It begins with a young Spider‑Man enthusiast web‑slinging through his own make‑believe city, using his web to tug his mask toward him effortlessly. When he points the same web at a bottle of Fevicol MR, the bottle stays put while he is drawn toward it instead. The scene snaps back to reality, where his mother reminds him about an unfinished school project.

The reveal: every kid already has a superpower, and it isn’t the costume or the web—it’s his own creativity coupled with the Fevicol MR in his hand. He proceeds to construct an entire Spider‑Man‑inspired city with it, turning a homework deadline into an act of imagination.

The partnership rolls out across India via outdoor, retail and experiential touchpoints. Eye‑catching billboards—including a large‑format installation at Marol Naka in Mumbai—split the view between two realms: Spider‑Man swinging down one side of the skyline and the Fevicol MR bottle standing tall on the other, accompanied by the line “Pakde Rahega, Chhodega Nahi.” At Phoenix Marketcity Kurla, a craft‑table activation invited kids to build with Fevicol MR, rewarding their creations.

The collaboration also appears in cinemas and at point‑of‑sale through glass branding on retail counters, alongside limited‑edition Fevicol MR packs featuring Spider‑Man artwork. Kashyap Gala, Senior Vice President, Consumer Products, Pidilite Industries Ltd., said, “At Fevicol MR we are constantly seeking fresh ways to connect with and engage our young consumers. Pop culture plays a major role in shaping today’s generation, and we are harnessing that energy to craft memorable experiences for our audience. And who better than Spider‑Man? Through this collaboration we aim to forge a stronger emotional bond with young fans while continuing to deliver the trusted product performance that consumers expect from Fevicol MR.”

Puru Agrawal, Creative Director, Schbang, added, “Spider‑Man’s strength lies in what he builds with his own hands—from his suit to his web shooters—and as the saying goes, with great power comes great responsibility. Fevicol MR has long played that same role for kids, quietly powering everything they construct, repair and imagine, the very bottle that gives shape to a child’s creativity today and will influence how they create tomorrow. That overlap shaped our strategy: instead of placing Fevicol MR beside Spider‑Man, we let the film show a child discovering that the creativity Spider‑Man embodies is the same creativity Fevicol MR has always championed. The collaboration works because the two ideas were never far apart to begin with.”