CASE
13
Fevicol –The Iconic Bond *
OBJECTIVES
• To identify factors that lead to the development of a strong brand equity
• To identify steps taken to build a strong customer relationship.
• To understand the role of brand extensions in the company’s growth strategy
• To elucidate Integrated Marketing Communication components for brand
building
FEVICOL: AN ICONIC BOND
The V.P. Marketing of Pidilite Industries, Mr. Dinesh Thakkar was getting
ready for a meeting with his CFO. He suspected the company was beginning
to lose market share on the flagship Fevicol brand because the competition
was extending credit to their wholesale/retail dealer network. Fevicol had
diligently stayed away from extending credit to its distributors for the
simple reason that the Fevicol brand was very strong for the past 50+ years
in India, and had carved out a unique niche in the market. The Board of
Directors of Pidilite (the parent company of Fevicol brand) did not want to
take on any financial liability on their books by extending “distributor
credit”. The age-old wisdom in most Indian businesses was “cash is king,
sell product for cash”. This had worked exceedingly well in the past for
most Indian entrepreneurs and manufacturers. The CFO’s opinion reflected
the same approach when he had told Mr. Thakkar “why extend credit to
our trade partners when Fevicol is the only adhesive brand anyone
remembers in India? Even the Bollywood movie song praises the power of
Fevicol. It’s a household name everyone knows and wants”.
Dinesh felt while the CFO had a point, and his team’s branding strategies
for Fevicol had worked very well. However, now a new segment of traders
and end users were emerging, they were looking for quick financial gain
and might not consider a long-term “value relationship” with the
manufacturer. In the adhesives segment, there were a few new emerging
brands, mostly regional, who were offering compelling trade schemes and
end user promotions, along with various flexible credit terms and
discounts to woo the trade and the customers. Fevicol had an iron grip on
the market with about 80% market share but he did not want complacency
to set in. He knew though the adhesive component was a very small share
of the cost of the furniture, majority of the carpenter’s preferred Fevicol
adhesive to any other brand. The real success of the brand lied in creating
the strong belief that nothing is as strong an adhesive as Fevicol. This
message had resonated well with everyone in the eco-system—the
carpenters, contractors, interior designers, and even the architects. The
challenge now was to continue this successful positioning into the future in
a fiercely price competitive and changing marketplace and how would they
achieve it?
HISTORY OF THE FEVICOL BRAND
In 1954, synthetic glue for carpenters (applicators) was unheard of in India
and was uncommon. Glues were mainly made up of animal fat or starch. B.
K Parekh (Founder Chairman of Pidilite) did great deal of work with
carpenters to arrive at formulae for synthetic adhesive which met their
requirement. This product was then branded as “Fevicol”. In the initial
years, great efforts were put in to conduct trials on Fevicol with carpenters
throughout the country. As this was a proposition which sought to change
their established practice of using animal glue and starch, it took great deal
of patience and perseverance to get the product accepted by the carpenter
community.
The customers that used the product were illiterate and unaware of the
superior benefits of the product. To increase brand recognition, he decided
to develop a logo that would be symbolic of the performance of the brand.
At that time, Mr. P.N. Sarma, the head Ogilvy & Mather (O&M), a leading
advertising agency in Indi,a and Mr. Ranjan Kapur were the key executives
at the agency. The logo for the brand was to convey “the strength of
adhesion”. After many rounds of discussion they finalized the iconic logo of
two elephants (facing opposite directions) together pulling a plank of wood
between them (see Exhibit 1).
Most of the furniture in India was custom-built, hence, the support from
the carpenter community was critical for success of furniture-related
adhesives like Fevicol. Thus, promoting the interests of the carpenter was
of paramount importance. In 1980, they launched quarterly black and
white four-page design book called Fevicraft, which they mailed to all
carpenters to help expand their business. It had pictures of different
furniture designs and line drawings of interior spaces to help the
carpenters showcase designs to their clients, thus generating interest in
terms of ordering interior designs and new furniture. In 1985, the color
version of the book was launched.
In 1989, a hardbound Fevicol Furniture Book was created with superior
designs with high utility value which was sold to the carpenters. This
Furniture Book became part of the kit of every good carpenter as it started
getting them contract/assignments with their clients. It was very popular
with the carpenters and helped grow the company’s user database rapidly.
In 2015, Fevicol Design Ideas book, for residential and commercial
purposes, was launched along with an online portal in the same name
which would act as a liaison between carpenters, contractors, and
architects.
FOCUS ON CORE BENEFIT
From the very onset the brand built confidence and trust with the trade,
offering the best product formulation for furniture adhesives application,
achieved through a unique formulation, compared to the messy traditional
animal glues. This approach started building confidence amongst the
carpenters, the trade, and the end users. Gradually the product quality of
Fevicol became the benchmark for the “Best Adhesive”.
Thereafter, the company consciously built trade/market-friendly
policies, implemented with local sales executive teams to provide genuine
services to trade and the end-user customers, thus creating a strong
personal bond and trust for the Fevicol brand.
OVERVIEW OF PIDILITE INDUSTRIES LTD
The company was founded by Shri B. K. Parekh in 1959. The determination
and vision of B. K. Parekh ensured that in the next few decades, the
company kept on introducing new products and built many strong brands.
In fact, Fevicol is one of the most trusted and recognized household brands
in India today. The market cap for Pidilite Industries Limited was ₹ 303,350
million as of 31st March 2016. There are 34 brands under its umbrella. The
operating profit for the year 2015–16 was ₹ 11640 million and increased
by 44.5% over the previous year and net profit at ₹ 7030 million increased
by 40.1%. over 2014–15. Sales of consumer products grew by 8.7%, lower
than the growth rates recorded in the last 5 years. Sales of industrial
products grew at a much slower rate of less than 1% due to weak domestic
environment.
The business is divided into various divisions handling adhesives,
sealants, art material and stationery adhesives, construction chemicals,
pigments, synthetic resins, etc. Out of these, the adhesives and sealants is
the largest business contributing to 65% of the company revenue. The
brand Fevicol falls under the adhesives and sealants division and is sold in
varying pack sizes.
OVERVIEW OF THE ADHESIVE MARKET
The Indian adhesive market is estimated to be around Rs.70 billion per
annum and has recorded strong growth during the period 2010–2015. It is
one of the fastest growing industries at CAGR 11.9% during 2010-2015 and
is expected to grow at CAGR of 15% over the next few years. The increase
in demand of adhesives in India is due to the increase in the consumption
of adhesives in packaging, furniture, automotive, and construction
industries.3 The major players in the adhesive market are Pidilite, Henkel
Technologies, and Jubilant Agri and Consumer Products Limited. (Assume 1
US $ = ₹ 66).
EXISTING PLAYERS
Jubilant Agri and Consumer Products Limited (JACPL)
Jubilant Agri and Consumer Products Limited (JACPL) has a well-
diversified product portfolio that includes consumer products like
adhesives, wood finishes, wood preservatives; food polymers; synthetic
latex such as Vinyl Pyridine, SBR, and NBR latex; Agri Products like Crop
Nutrition, Crop Growth and Industrial Chemicals. JACPL is a wholly owned
subsidiary of Jubilant Industries Limited (JIL).
Jubilant Agri and Consumer Products Ltd, manufactures and markets
adhesives which are designed to work on multiple substrates, including
wood. It caters to the market of both water-based and solvent-based
adhesives, which are required for different applications. JACPL also
provides specialized adhesives for various applications. The offerings are
made through the following brands: Jivanjor, Vamicol, Polystic, and Hero.
The Consumer Products division had a network of more than 600
distributors and over 15,000 retailers all over India. It has 10% of the
market share.
NEW ENTRANTS
Asian Paints
Asian Paints TruGrip Ultra is a water-based, synthetic resin adhesive which
was direct competition to Fevicol. It was used for bonding a wide variety of
wood-based substrates.
Henkel Adhesive Technologies had a B2B presence in the adhesives
segment in India with their Loctite brand and lacked a retail presence for
which they entered into a distribution agreement with Asian Paints, which
sold the brand at the retail level through a co-branding initiative. Asian
Paints had a distribution network spanning 36,000 hardware shops which
Henkel wanted to capitalize on. Loctite had been present primarily in
industrial adhesives since 2000, and the new retail products were to be
manufactured at the factories based in the western region of India, at
Kurkumbh near Pune. Their range of products were Asian Paints Loctite
Quick, Asian Paints Loctite Rapid, and Asian Paints Loctite Tough.
UNDERSTANDING THE PULSE OF THE CUSTOMER
Fevicol provided ease of use and the best bonding strength. It offered
superior value to the craftsman as compared to its competitors by
consistently introducing innovative products in the market resulting in
undisputed trust from its customers. As one contractor from Mumbai put it,
“I am a loyal Fevicol customer for the past 25 years. Fevicol offers better
grip and quality compared to any other brand. Most problems occur due to
the laminate, ply, or applicator-related issues and rarely for the product.
Though my clients do not ask whether I used Fevicol, it is the most
dependable and so I don’t compromise and always use it.” The training and
activities conducted for craftsmen throughout the year, provided him with
an opportunity to interact with his fraternity and upgrade his skills on an
ongoing basis.
The brand had a critical functionality in the craftsmanship and any
compromise on the quality of the adhesive would mean a sub-standard
offering. Although the cost contribution of Fevicol to the total expense
incurred for the craftsman was marginal (almost 2%) but it assured a good
quality finished product safeguarding the rest 98% of the cost.
Not using the right amount of adhesive would lead to a customer
complaint and maybe even a loss of business in the marketplace. The
company educated and encouraged craftsmen to use the right amount of
adhesive in the appropriate manner for optimum results. This enabled the
company sales force to continuously build and nurture the relationships
locally with the carpenters, to build their confidence in each new product
right from launch, and demonstrate each new product’s application and
benefits. It also enabled the sales force to collect direct feedback from the
carpenters.
This model was adopted across the country across the various cities and
towns and had a massive appeal for the craftsmen. After the
demonstrations, the craftsmen would then place sales orders with the
retailer who in turn would then supply to them. Products were usually
available in 1kg, 2kg, and 5 kg containers for craftsmen for household
buying, and for industrial buying, they were available in large packs of 10
kg, 20 kg, 30 kg, and 50 kg.
Products were available in various packs starting from 50 gms to 200 kg
barrel based on the requirements of end users, workshop, joineries, etc.
INROADS INTO THE STATIONERY AND CRAFT SEGMENT
Due to the strong brand equity, the brand was able to make inroads in the
consumer segment selling Fevicol MR for art and craft needs of induvial
customers. The product was sold at stationery shops as a bonding solution
for art and craft needs. It could bond cardboard, thermocol, fabrics, wood,
plywood, etc. It had strong bonding and was ready to use and non-staining
(See Exhibit 3). This ingenious idea gave customers an opportunity to
experience the strength, reliability, and ease of use of the Fevicol adhesive.
STRENGTHENING CUSTOMER RELATIONSHIPS
Fevicol Champions’ Club (FCC) was a unique initiative started in 2002 by
Pidilite Industries to offer craftsmen/contractors an opportunity to
network within their fraternity leading to both social and professional
growth. It started off small but the movement has grown over the years.
The activities organized by FCC are conducted to build goodwill among the
community and society. Pilgrimages (taking them to places of worship) are
organized for the contractors, socializing activities are planned, skill-
enhancing workshops are conducted along with activities with family
members. The FCC website helps the contractors get regular updates on the
activities conducted by the company across various locations.
One of the important events celebrated by FCC Clubs every year is
“Shramdaan Divas”. In its fifth consecutive year in 2016, it witnessed
participation from 45,100 contractors across 196 towns who donated a day
of their labor towards repair work of facilities used by the under-privileged
and needy children across the country. Vriksharopan Divas (tree-plantation
drive), in its second consecutive year, had participation from 15,350 FCC
members who planted 19,120 trees.
Similarly, booklets on furniture designs provided to them enhanced their
business prospects. The club organized various activities and celebrated
the Vishwakarma Day which paid reverence to their deity. A huge get-
together is organized every year at various locations across India to
celebrate this day. The FCC provided insights to the product and marketing
teams on the challenges faced by the customers and offered solutions.
The Fevicol Champions’ Club (FCC) has provided a platform to the
carpenters and other wood-working contractors to come together as a
community for their personal and professional growth and also to be
recognized for their efforts and imbibe new methods bringing them
success, both socially and professionally.. The trust and respect which the
brand enjoyed was strengthened by these activities.
REDESIGNING THE PACKAGING
In 2002, Pidilite decided to revamp the packaging of the brand, Fevicol. The
original design of Fevicol was changed once in the 80s. This was the first
major change thereafter. To increase the vibrancy of the brand, Mr Amulya
Baruah of Plus One Design, was hired to give it a new look. This meant a
revamp of the design of the pack as well as the logo. Along with that there
was a total revamp of the container which gave the product an entirely
smarter and sleeker look with a stronger handle, making it easier to carry a
bulkier pack, as shown in Exhibit 4
MARKET CHALLENGES FOR RETAINING CUSTOMERS
The brand enjoys a huge fan-following from its users who have across
years and generations only used Fevicol. The durability and reliability that
the brand offers is second to no other player in the market. The brand, in
fact, has been very successful in consumer, bazaar (trade), and industrial
market segments.
The brand is synonymous to the adhesive category and has enjoyed
unprecedented position as a leader in the category. It is only the customers
who are extremely price sensitive who move to unbranded synthetic
adhesives, thereby compromising on the final product.
As adhesives is a low-involvement product, and the final wood-work
does not show any traces of the brand of adhesive used, many a times even
when the carpenter has not used the product they still claim that they have
to gain credibility with clients and also get a better price for their work.
In fact, in one of their campaigns “Mataji” released in 2006 by O&M in
their usual style of satire addressed a very important matter of customers
buying readymade furniture without checking whether Fevicol has been
utilized. It communicated to the readymade furniture makers the risk of
not using Fevicol. According to “India Furniture Market Forecast and
Opportunities, 2019”, the country’s furniture market is projected to grow at
a CAGR of around 26% during 2014–19. Home furniture segment is the
leading contributor, followed by office and institutional segment. The
western region of the country is expected to be the highest revenue
contributor in the India furniture market, followed by southern region, due
to the presence of large number of industrial hubs and upcoming
infrastructure developments in these regions.6
PRICING AND DISTRIBUTION
Premium pricing is adopted in line with the product image and offering.
This has helped the brand consolidate its position in the market. To fortify
Fevicol’s presence in both the B2B and B2C areas, Pidilite had set up a
“Rurban” division to concentrate on the distribution in the semi-urban and
rural regions. Being focused on the semi-urban and rural areas could open
up new revenue streams through higher volumes for Fevicol.
The adhesive segment has a robust and wide-spread distribution channel
across India. It is manufactured at the plant and then dispatch to the
Carrying and Forwarding Agent (C&FA) from where the goods are
distributed across the country to various distributors, who then further
distribute the product to the retailers. The ply-wood retailer stores across
the country stock Fevicol and all its variants. In fact, in the earlier days,
these ply-wood shop owners would keep the 5 kg Fevicol container right at
its entrance to enhance the store image because it was the only branded
product they had in their store among mostly unbranded ones. In fact, a
loss-leader pricing was adopted by these store owners as they were willing
to give huge discounts on Fevicol to urge customers to buy plywood from
them.
A separate identity, “Rurban sales development”, was created for a
section of Tier 3 markets where treatment and strategy to promote
business was different. Here the type of customer and the furniture made
were also different, but it was important to address their specific needs as
well to expand the market.
SALES PERSON SELECTION AND TRAINING
Each of the company’s salesperson was selected based on initiative and
self-motivation. He was trained to take pride in selling Fevicol to the
customers and catered to all types of ply-wood stores to sell the product.
The sales person was always encouraged to tackle all customer complaints
and empowered to solve them in favor of the customer. The sales person
was fully trained and well versed with the product attributes and benefits
and was given consistent training on new and existing product.
INTERNATIONAL PRESENCE
The company has global presence in 14 countries across the globe. In
Bangladesh and Egypt, the company has manufacturing facilities. There has
been a significant increase in exports of consumer and craftsmen products
in order to achieve sustained growth. This has been possible because of the
expanding distribution network in various countries and deploying
additional manpower.
To facilitate better global networking, Pidilite has established
offices/subsidiaries in several countries, including Singapore, USA, Brazil,
UAE, Indonesia, Egypt, Bangladesh, Kenya, Sri Lanka, Thailand, Ethiopia,
Myanmar, and Ghana. Most of their products are manufactured in-house
with the help of a strong, research-driven innovation overlaid with
consumer insights. A well-equipped and well-staffed R&D center
continuously develops and enhances products for consumers, craftsmen,
and industries. Pidilite has also established a state-of-the-art research
center in Singapore that is now a member of Singapore Chemical Industry
Council (SCIC).
The operational teams in each country had customized and transferred
the brand’s “success formula” from India to those countries, and
successfully implemented the brand extensions as well. In Bangladesh,
Fevicol had completely displaced an incumbent Japanese brand and
commanded the brand awareness and popularity levels at par with that in
India. Pidilite had set up manufacturing facilities for Fevicol in Bangladesh,
Egypt, and soon after, in Sri Lanka. The international operations at the
company is on a fast track and poised for major growth
INTEGRATED MARKETING COMMUNICATIONS
In 1987, B. K. Parekh and M. B. Parekh felt the need to design an advertising
campaign for Fevicol and requested Piyush Pandey of O&M to
conceptualize it. Initially, the “Dum lagake haisha” (put all your might into
it ) was conceptualized for Fevitite, but the brand slogan was so appealing
that it was applied for the Fevicol campaign. After this success, Piyush
Pandey and his team have worked extensively with the brand and won
accolades for their creative execution. The brand captured the hearts and
minds of consumers thanks to its engaging and humorous Integrated
Marketing Communications and its never-dying appeal with the masses.
“The earthy humor in Fevicol ads brings a smile to everyone’s face. The ads
have even made our other clients think of life beyond selling products and
ending up connecting with the audience better,” says Piyush Pandey,
executive chairman of O&M (India and South Asia), the agency which
brought Fevicol to the center stage in the 1980s with the “Dam laga ke
haisha” (put all your might into it) television commercial. The brand
advertised heavily during the cricket world cup and IPL season. The brand
exposure increased hugely due to the viewership.
The Bollywood movie, “Dabangg 2” had a dance number starring two
very famous actors that dramatically emphasized the strength of the
Fevicol bond.
In 2009, Pidilite Industries and O&M got together to celebrate 50 years of
adhesives brand, Fevicol. This culminated in a film entitled “Moochwali”. A
young girl performed a male role in a play, wearing a moustache stuck on
with a dab of Fevicol. It never came off. She grew with it, lived with it, and
died with it. She even reincarnated with it and the nation of a billion-plus
loved it. It was an irreverent, smart, and funny advertising that one would
not necessarily associate with a B2B (or business to trade, at best)
advertising until two or three decades ago. It is what we today call “the
Fevicol kind of advertising”.
The brand’s film involving the overcrowded open bus is a pride of India
(see Exhibit 5) and relates to everyday life of the common man. The
advertising campaigns whether in film or in print emphasize focus on the
strength of the adhesive by a metaphorical representation.
For Fevicol Marine, the campaign was so devised that it would
communicate the strength of the adhesive even when immersed in water
for longer periods of time. “Wahi mazboot jod, paani mein bhi” (the same
bonding strength is also possible under water) was the tagline.
Fevicol won the Silver EMVIE in the Best Ambient Media in 2013–14
category for an innovative “free store” activation at a city mall in Mumbai
wherein 87 wooden items of all shapes and sizes were on display. Visitors
were offered the opportunity to pull off any of these items and walk away
with it. However, none of the wooden items could be removed, thereby
reinforcing Fevicol as the ultimate and most reliable glue. See Exhibit 7 for
more Fevicol print ads. Another publicity event was when Fevicol
participated in the Standard Chartered Mumbai Marathon in 2013, where a
group of people wearing the Fevicol branded shirts were doing a “standing
run”, which is running on the same spot as if they were glued to the place.
This funny behavior at a marathon attracted huge attention from all the
participants and the media coverage created quite a stir in the press and
TV.
In 2016, the Company received the “Most Promising Company of the
Year” at the CNBC-TV18, 11th India Business Leader Awards (IBLA).
The company hosted the prestigious Pidilite Awards for Excellence
(PAFE) ceremony to felicitate meritorious students of architecture and
interior design. The company believes that talent and excellence are
paramount and both should be rewarded and recognized. A Pidilite
Knowledge Series was initiated where leading architects and interior
designers participated and shared their knowledge and experiences with
each other. This lead to building stronger customer relationships not only
amongst contractors but also amongst interior designers and architects.
Fevicol Design Ideas was launched on the digital platform in 2013 with a
new website and a mobile application. This website connected home-
owners to professionals like interior designers and contractors. There are
10,000 interior designers and 15,000 contractors on the website and
showcases approximately 50,000 design ideas.
SEGMENTING, TARGETING, AND POSITIONING
Understanding customer needs and developing offerings that suit their
needs has been the formula for success. Their customer-centric approach
and focus on innovative products has made it an undisputed leader in the
market.
Demonstrations on new product usage and queries on existing products
are solved at the FCC (Fevicol Champions Club) meet by the sales person.
This inculcates a sense of confidence about the usage of the new product
amongst the users who ultimately then land up buying it for the use in their
wood work.
The R&D of Pidilite launched innovative brand extensions for Fevicol.
One of them being Fevicol Marine, which had an exceptional bonding
strength and was an ideal adhesive for bonding wood, plywood, laminates,
veneers, particle board, kitchen units, wall units where exposure to water
and humidity was high.
Fevicol Marine was a specialized waterproof adhesive that protected
furniture from de-bonding even when exposed to water. A piece of
furniture was subject to a lot of stress due to change in weather, moisture,
infrequent, and continuous exposure to water. This often resulted in
opening of joints and de-bonding of laminates in spite of using good quality
material. The special chemical properties gave a superior bonding result
along with waterproofing. The product ensured that bonded plywood
would remain intact, even if it is kept in water for 48 hours, or in boiling
water for up to an hour. Moreover, this adhesive was very useful for
making furniture in areas like kitchen, bathroom, balcony, and roof-top
terrace where exposure to moisture was high.
Fevicol Marine enjoyed great success in the market and was able to
capture a sizable market share across the country. The variant—though
launched for a specific end use—turned out to be even usurping their
veteran brand Fevicol SH. Fevicol SH was a synthetic resin adhesive
intended for wood working and binding plywood, laminate, veneers, MDF,
and all types of boards and cork. It was also used to manufacture sporting
goods and book binding. Fevicol SH achieved handling strength in 8 to 10
hours, fully curing in 24 hours. Earlier on the applicators (carpenters) were
using Fevicol SH, but after Fevicol Marine was launched, a majority of the
applicators started using Fevicol Marine due to its versatile properties.
The brand came into existence when the demand arose from the
consumers to have a faster-setting adhesive which would be equally
effective when exposed to water. The brand extension was conceptualized
and launched in 2010
Fevicol Speedx was devised to provide handling strength in 2 hours
which improved productivity and was cost effective to the user. Fevicol SH
Xtra was conceptualized to enhance the offering of Fevicol SH and provide
superior tack development, early-handling strength development, and
faster-setting time.
Marketability of the finished wood work was pivotal to the users of the
brand. Clients would often request for new age materials like PVC or
Acrylic sheets to be used in the wood work. For this purpose, the
applicators required an adhesive which would meet this need, and along
with it, provide a factory-finished look to carpentered furniture.
The essence of the brand and the brand extensions continued to focus on
the changing consumer preferences, and hence, were successful and gained
market popularity.
NEXT STEPS
So, after the brief review, Mr. Thakkar was now ready to discuss the next
year’s marketing plans with the CFO before presenting it to the Board of
Directors and the CEO.
Fevicol reigned supreme as a market leader and enjoyed remarkable
trust from its customers. If the rumor was true about the big paint
company entering the adhesives market, then the marketing team needed a
strategy which would further strengthen Fevicol’s brand equity and
capitalize on the brand extensions to face a potentially formidable
competitor.
EXHIBIT 1
OLD PACK AND LOGO OF FEVICOL
EXHIBIT 2
FEVICOL FURNITURE BOOK
EXHIBIT 3
FEVICOL MR PACK FOR ART AND STATIONERY
EXHIBIT 4
FEVICOL NEW LOGO AND PACK
EXHIBIT 5
OGILVY AND MATHER PICKED UP A SILVER LION IN THE FILM
CATEGORY FOR ‘FEVICOL BUS’ IN 2002.
EXHIBIT 6
VARIOUS ADVERTISING CAMPAIGNS OF FEVICOL
1. Another classic “pakde rehna chodna nahi”
2. Fevicol celebrating the marriage bond
3. The “Yamraaj” (God of death) idea.
4. During election time they came up with “clever chair” campaign, which was a
major hit.
5. The moochwali campaign celebrated 50 years of their existence.
6. The brand enjoyed immense popularity when it was featured in a song
enacted by leading Bollywood starts for the feature film “Dabangg 2.”
