The theme of the strategy was a) Creating a long-lasting bond with their customers and b) Positioning their adhesives as the best in the market. They reached the hearts of Youth by organizing craft contests in schools and launching Hobby ideas offering best craft materials. This resulted in Pidilite being able to achieve several mentions in Limca Book of Records and creating a strong community through workshops & contests. But the most important customers of Pidilite remained the carpenters.They gained the trust of Carpenters by setting up clubs for people from the carpenter & furniture industry, coming up with Fevicol Furniture Books and launching Fevicol design App with over 50,000 design ideas. So, their bonds are unbreakable because of what efforts go on behind the scenes.