Pidilite Presents Rakhis Made by Students Across India to the Indian Army on Raksha Bandhan

Marketing | August 23, 2016 | News


Pidilite, the maker of iconic brand Fevicol, launched a nationwide Rakhi making initiative on the occasion of Kargil Vijay Diwas on July 26. The brand encouraged children across India to create handmade Rakhis and cards for their brothers in the Armed Forces, as a token of gratitude and respect for them. On the eve of Raksha Bandhan, Pidilite presented these Rakhis to the Army Jawans.

Over one lakh students across 300 schools and 50 cities pan-India participated in the event. The initiative was organised in Ahmedabad, Bangalore, Surat, Baroda, Nagpur, Nashik, Chandigarh, Kolkata, Jaipur, Udaipur, Indore, Varanasi, Lucknow, Chennai and Pune among other cities.

For the campaign, Fevicol provided tutorial sheets with 6 unique ideas for to make Rakhis. Fevicryl also provided sheets to beautify and add different kinds of design to the Rakhis.

As a part of the campaign, Pidilite also associated with Om Creations Trust, a leading NGO for differently-abled young adults. These young adults who suffer from Down Syndrome paid tribute to the spirit of the army jawans by presenting their exquisite Rakhi creations to guest of honor Lt.Col. K.J. Singh, C.O.D, Mumbai region, who had graced the occasion with his presence.

Rahul Sinha, President - Arts & Stationery Business, Pidilite Industries said, “It was wonderful to see the enthusiasm with which children across India created hand-crafted Rakhis to thank the Indian army for protecting the nation. The Indian Army has appreciated the efforts taken by the students and was delighted to receive the rakhis. The initiative was successful in bringing vital stratas of society together by means of art, and it gives us immense satisfaction to know that Pidilite served as an inspiration to students to take up art and ignite their inner creativity.”

Pidilite’s art & stationery business, with brands like Fevicol and Fevicryl, constantly strives to nurture creativity among children through Art and Craft, and facilitates this through its range of products, as well as its innovative content ideas.

Pidilite launched a Rakhi-making activity in 300 schools in 50 cities from July 26 onward. These activities culminated in the presentation of these rakhis to Army Jawans on Rakhsa Bandhan.

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