By Mohammad Owais
New Delhi | November 24, 2025
Fevicol has released a new series of ads within the metro stations, and the brand seems to have once again tapped into the kind of quiet humor people instantly relate to. One of the lines that has caught the most attention reads: “Apne papa se chhupke rehna, chhodna nahi.”
It’s a small sentence, but it carries Fevicol’s familiar mix of warmth, wit and everyday truth — the kind of line that makes people smile without thinking too much about it.
A Campaign Spread Across Escalators, Doors and Station Panels
Unlike conventional billboards that hang above platforms, Fevicol has used the moving parts of the metro environment itself – escalator doors, side panels and walkway walls. The ads appear in places where commuters naturally pause or slow down, giving the line enough time to sink in.
Most of all, the escalator doors have become a talking point. When the doors separate, the visual splits for a second, and when they close again, the message lines up perfectly-a very simple idea that feels clever without being loud.
Why People Stop to Look
Commuters have been seen clicking pictures of the ads, largely because the presentation feels relatable, almost conversational – as if someone has scribbled a personal reminder in the middle of a busy public space. There’s no clutter, no hard-sell, no drama in visuals. Just a sentence saying something honest, accompanied by Fevicol’s quiet confidence.
The yellow-and-blue treatment stays close to Fevicol’s long-standing identity, but the placement gives it its punch. In a fast-moving metro setting, a line that feels human tends to stand out more than a complex graphic.
A Continuation of Fevicol’s Distinct Voice
For decades now, Fevicol’s advertising has had a very recognisable personality — gentle humour, everyday situations, and a kind of warm Indian-ness that doesn’t need explanation. This new metro series fits neatly into that tradition.
What works here is not the size of the billboard or the colours used, but the way the message sits in familiar spaces commuters interact with every day.
A simple concept that stays with you. By turning escalator doors and metro panels into subtle visual metaphors, Fevicol has managed to create ads that people actually pause to notice-sometimes even long enough to capture on their phones. The campaign doesn’t try to overwhelm; it just quietly makes its point. And in a metro corridor where dozens of brands are competing for a few seconds of attention, that simplicity is exactly what helps this campaign stand out.
