Pidilite Industries, the makers of the iconic Fevicol brand, voluntarily takes down a prominent billboard at Bandra Reclamation Junction in Mumbai after Western Railway officials raise concerns over the use of outdated imagery. The ad features an archival photo of an overcrowded Mumbai local train with passengers hanging from the doors—a scene railway authorities believe no longer reflects the progress made in the city’s suburban railway network.
The hoarding, displayed on land managed by the Maharashtra State Road Development Corporation (MSRDC), quickly drew attention for its nostalgic yet problematic depiction. Following objections, Pidilite responds promptly and removes the hoarding by Saturday, showcasing its commitment to responsible advertising and public sentiment.
Western Railway Objects to Outdated Depiction
According to sources within Western Railway, the image reinforces an old stereotype that overlooks the significant improvements in Mumbai’s local train system. Over the last few years, Indian Railways has invested heavily in infrastructure upgrades, including modern rakes, full electrification from DC to AC, and the introduction of air-conditioned local trains—all designed to improve passenger comfort and safety.
Officials also stress that Mumbai’s lifeline, the suburban rail system, now serves over 7 million commuters daily, and deserves a more accurate and progressive portrayal in public campaigns.
Pidilite Responds with Sensitivity
Though Pidilite has not released an official statement, the company confirms the removal of the hoarding and demonstrates its commitment to being socially responsible and responsive to feedback from authorities and the public alike. Known for its creative and culturally relevant advertising, Fevicol has long been a household name with campaigns that strike a chord with Indian audiences. This latest step reinforces the brand’s awareness of evolving sensitivities and its readiness to adapt.
The Power of Visual Messaging
In a city like Mumbai, where millions interact daily with the urban landscape, public messaging carries significant weight. The visuals used in advertisements influence perception—not just of the brand, but of the city and its systems. As authorities continue to modernize public infrastructure, accurate representation in media becomes crucial.
This incident opens up important conversations around responsible advertising, especially when public utilities or societal themes are involved. It also highlights the need for brands to balance nostalgia with contextual relevance, particularly when addressing mass audiences in cities with rapid transformation.
The Fevicol hoarding at Bandra may be gone, but it leaves behind a valuable reminder: visual storytelling in advertising must evolve with the times. Pidilite’s swift response sets a strong example for other brands navigating the intersection of creativity, public perception, and social responsibility.
As Mumbai’s railways continue to modernize, so too must the narratives that surround them—respecting the journey while embracing the progress. Fevicol has once again shown that it not only sticks well—but also listens well.
