Coffee tastes better
with your best friend.
Fevicol.
The comments that stuck.
How a glue brand turned the humble comment section into its Friendship Day stage, and my own take on where the idea could go next.
Brand
Fevicol
Original campaign
Fevicol × Schbang
Occasion
Friendship Day
Format
Instagram comments & pins
My contribution
Campaign study & independent reinterpretation
01 — The campaign
A glue brand that got stuck in the comments.
For Friendship Day, Fevicol and its agency Schbang brought the brand’s famous Mazboot Jod (strong bond) promise to life in the most literal way: by getting its comments “stuck” to other brands’ posts.
Fevicol left custom, witty comments across 100+ brand pages, including Netflix, Zomato and McDonald’s, and many of those brands pinned Fevicol’s replies to the top of their posts. The comment section became the campaign.
02 — Why it worked
The format was the message.
Product truth
A pin is a bond
A pinned comment literally stays stuck to the top of a post. The platform feature did the product demo, with no glue in sight.
Borrowed stages
Other brands’ audiences
By showing up on 100+ brand pages, Fevicol reached communities it could never buy its way into, at almost no media cost.
Shared spotlight
Friendship, in public
Every pin was a small public act of brand friendship: the theme of the day, played out between brands rather than claimed in an ad.
03 — My reinterpretation
If I took it further.
I asked what the campaign would look like as a single, quiet visual idea, and what a new wave of comments could say. My answer is a poster built on one image, two speech bubbles glued together, and a set of pinned-comment exchanges written to feel like friends finishing each other’s sentences.
BBbrewandbean.cafe
brewandbean.cafe Tag the friend who’s always there for a refill. ☕
📌 Pinned comment
FV
fevicolSome friendships don’t need a refill. They’re stuck for life.
BB
brewandbean.cafePinning this before it gets away. Oh wait, it can’t. 😄
CVchapterandverse.books
Friends who read
together, stay together.
together, stay together.
chapterandverse.books Which book would you gift your best friend? 📚
📌 Pinned comment
FV
fevicolBound together? We know a thing or two about that.
CV
chapterandverse.booksBest spine joke we’ve read all year.
Concept mock-ups. The brand pages shown are fictional, and these comments were never posted.
04 — What I took away
Use the platform as the product.
A familiar platform feature can become a memorable brand experience when it connects directly to the product’s promise.
01
The best social ideas don’t need new formats. They give an old feature a new meaning.
02
Showing up on other brands’ pages turns their audience into yours, for a moment.
03
When the format proves the promise, the brand doesn’t have to say it out loud.
Independent study and concept. The original Friendship Day campaign was created by Fevicol and Schbang; the reinterpretation, poster and mock-ups on this page are my own and were not commissioned by or affiliated with Fevicol or Pidilite.
Riya DeskLet’s make ideas
Work with me →
Let’s make ideas
that stick.
I’m Riya, founder of Riya Desk. I combine strategy, creativity and AI to help businesses become the brand people choose.