Pidilite Industries – Fevicol Hi-Per Star
Fevicol Saarthi: Building Influencers, Not Hiring Them
See how Garage Collective built Fevicol Saarthi, transforming 20 carpenter creators into authentic advocates and generating 582K+ views with a 7.55% engagement rate.
The Numbers That Matter
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Carpenter Creators Activated
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Creator-Led Videos Produced
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Total Video Views
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Users Reached
0%
Engagement Rate
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Improvement in Engagement
The Challenge
Carpenters and woodworking contractors are one of Fevicol's most important user groups. They work with the product every day, influence material choices and often act as trusted voices within their professional communities. At the same time, the digital behaviour of this audience was changing. Carpenters were increasingly consuming content across social media, while a new set of trade creators was emerging on platforms such as Instagram and YouTube. Traditional influencer collaborations, however, presented a challenge. They could be expensive, heavily scripted, slow to execute and often lacked the authenticity required for a category where trust comes from hands-on experience. The opportunity was therefore bigger than finding influencers who could promote Fevicol. We needed to identify credible voices from within the carpenter community, strengthen their product knowledge and content capabilities, and build a long-term ecosystem where advocacy came from genuine experience rather than scripted endorsements.
^ the "houston, we have a problem" moment
Our Approach
^ step by step, no shortcuts
We shifted the influencer model from buying reach to building credible creators from within Fevicol's own user community.
Twenty carpenter creators from across India were selected across different follower tiers, balancing audience reach with engagement and genuine craft expertise.
Saarthi was designed as an invite-only, two-day mentorship experience combining product education, hands-on testing, content creation training and community building.
Instead of explaining Fevicol's benefits through presentations alone, creators experienced the products through demonstrations, competitions and challenges.
Each activity was created to work both as a product demonstration and as an engaging social-content opportunity, enabling creators to capture their own reactions and experiences.
Creators received guidance around content creation and personal branding, helping them improve not only their knowledge of the products but also their own ability to communicate effectively online.
The second day moved beyond product education into an aspirational Film City experience, helping strengthen relationships among creators and giving them memorable, naturally shareable moments
Garage Collective conceptualised Saarthi, an immersive trade-creator mentorship program for Fevicol designed around one central shift: build influencers, don't simply hire them. Twenty carefully selected carpenter creators from across India were invited to participate in a two-day experience combining education, product interaction, creator development and community building. Day one was built around hands-on product proof. Rather than asking creators to repeat scripted product claims, we created physical experiences where they could see and test product performance themselves. Seven interactive experiences brought different product propositions to life. Paani Ki Pareeksha demonstrated water resistance by placing Fevicol Hi-Per Star against a competing adhesive in a live submersion test. Spread-O-Meter turned adhesive coverage into a team challenge, allowing creators to experience spread efficiency directly. Instant Grab Challenge demonstrated immediate bonding performance through a 60-second test performed live on camera. Multilock allowed creators to experiment with different sheets and substrates to demonstrate versatile bonding. Xper used a side-by-side wardrobe demonstration to visually compare bonding strength. FK 463 challenged creators to complete a partially assembled TV unit under time pressure. Alongside these activities, technical experts conducted live product sessions to strengthen the creators' understanding and enable them to speak about the products with greater authority. The event environment itself became part of the product communication. An Anti-Bubble Tunnel transformed Hi-Per Star's Anti-Bubble Technology into an immersive visual experience. Creators entered a space covered in bubbles and crossed through a Hi-Per Star gateway into a smooth, bubble-free environment. Even the lunch experience carried the idea forward through an Anti-Bubble Bar, where only non-fizzy drinks were served, turning a technical product benefit into a playful and memorable brand cue. Day two shifted from product education to aspiration and community. A Film City experience gave creators behind-the-scenes access, networking opportunities and naturally shareable moments. Instead of handing creators scripts, Saarthi gave them knowledge, proof, experiences and confidence. The resulting content belonged to the creators themselves, allowing product advocacy to feel more authentic, informed and relevant to the carpenter community.
^ that's the big brain move
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