Fevicol Faces Backlash Over ‘Derogatory’ Ad Featuring Mumbai Locals Western Railway Demands Removal

Mumbai, Maharashtra: A decades-old Fevicol advertisement has stirred controversy in Mumbai after Western Railway objected to a hoarding placed at Bandra, managed by the Maharashtra State Road Development Corporation (MSRDC). The ad, showing overcrowded Mumbai local trains with commuters hanging off the footboard, was deemed misleading and derogatory by railway officials.

Western Railway called for the immediate removal of the hoarding and all similar ads, along with a formal apology from Pidilite Industries, the parent company of Fevicol.

“Our railways are undergoing an unprecedented transformation. Misrepresentation is unacceptable. We’ve strongly objected to the ad and requested the brand to recall it,” said Vineet Abhishek, Chief Public Relations Officer of Western Railway.

The railway pointed out major upgrades over the past decade, including AC trains, modern rakes, conversion from DC to AC, and improved infrastructure. Officials stressed that the ad unfairly used an outdated image for commercial gain, undermining the safety and modernization efforts of the Mumbai Suburban Railway, which serves over 70 lakh passengers daily.

A formal complaint has also been submitted to the MSRDC, which owns the hoarding location. In response, Pidilite Industries confirmed they will take down the ad by Saturday.