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Tag: Dr. Fixit

  • Bachchan Senior urges consumers to opt for the correct roof waterproofing technique for a lasting impact

    Rang Rogan is not the solution’ suggests Amitabh Bachchan in Dr. Fixit’s new campaign

    By A Correspondent [updated]

     

    Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan. The TVC urges consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Waterproofing is a category where often a consumer is not fully educated about correct products and solutions. Therefore, people often resort to quick-fix solutions and end up making the mistake of choosing a wrong waterproofing method. This campaign aims to make people aware about the correct way of waterproofing roofs with Dr. Fixit Roofseal, an elastomeric coating with nano fibres, that protects roofs from water and heat.”

     

    Commenting on the campaign, Talha Bin Mohsin, Executive Creative director, Ogilvy & Mather added: “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh.

     

     

  • The new campaign aims at educating consumers about the importance of complete waterproofing in the construction of a new house

    Amitabh Bachchan stars in new Dr. Fixit TVC

    By A Correspondent

     

    Dr. Fixit, the water-proofing brand from Pidilite, has unveiled a new campaign featuring actor Amitabh Bachchan.  The new campaign aims at educating consumers about the importance of complete waterproofing in the construction of a new house.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Proper and complete water-proofing remains a vexing issue in Indian homes. Through this campaign, Dr. Fixit continues to educate consumers about the need to do complete waterproofing and makes it more accessible to consumers, contractors and dealers alike in easy ways across all touch-points.”

     

    Added Talha Bin Mohsin, Executive Creative Director, Ogilvy & Mather: “People are used to using either Dr. Fixit LW+ or Dr. Fixit URP for waterproofing while making new houses, but complete waterproofing can only be achieved when both of these are used. To explain this, we decided to capitalize on cricket season with an analogy that would resonate with everyone, the bat and ball. Just like cricket can’t be played with only one of them, waterproofing too can’t be done with just LW+ or URP, you need both. Sometimes, all it takes to change behavior is explaining a complicated concept with extreme simplicity and a slice of fun.”

     

     

  • Sr. Bachchan seen educating audience about ill effects of taking shortcuts while constructing new home and recommends total waterproofing

    ‘Don’t be an octopus’, suggests Amitabh Bachchan in Dr. Fixit’s new campaign

    By A Correspondent

     

    Dr Fixit has unveiled its new campaign featuring actor Amitabh Bachchan. The TVC urges home-owners to avoid taking a shortcut while constructing their new home and engage in waterproofing with Dr. Fixit.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building the category for waterproofing. People constructing new homes may have the right intention of waterproofing but often make the mistake of leaving it to others or ignoring it or cutting corners. This campaign featuring humorous interplay between Mr Bachchan and aquatic creatures aims to nudge people in the right direction of seeking total waterproofing from Dr. Fixit. Humor works best in changing people’s attitude and even better with Mr Bachchan.”

     

    Commenting on the campaign, Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, said: “Humans normally don’t change their behaviour when given lots of information but do so with an insightful and emotional nudge. In this series of interesting TVCs, Ogilvy and Corcoise team have done a fantastic job in providing the nudge through unique aquatic characters and humour.  Mr Bachchan is at his best, as always.  It definitely makes a person sit up, take notice and reconsider their thinking on water-proofing.”

     

     

  • Featuring superstar Amitabh Bachchan, the TVC aims at highlighting the importance of 5-point waterproofing

    Dr. Fixit’s latest campaign focuses on 5-point waterproofing

    By A Correspondent

     

    Dr Fixit has unveiled its new campaign featuring actor Amitabh Bachchan. The TVC aims to create awareness among home owners about the need for five-point waterproofing.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Dr. Fixit, as the pioneer and market leader continues to educate consumers about the need for modern waterproofing methods. The five-point  TVC further expands the awareness amongst consumers about the criticality to do their home waterproofing in the right way, that is through Dr. Fixit 5 point waterproofing.“

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- said: “The 5-point waterproofing is interestingly delivered by MrBachchan in this TV commercial.  When I look at the commercial, I think of all the problems that one has faced during our lives when water seepage troubles you in the most surprising fashion.  I am sure that this interesting TVC will enable a lot of people to plan their homes in a better fashion of waterproofing them. “

     

     

  • Superstar Amitabh Bachchan to be the brand ambassador for Dr. Fixit

    Big B demonstrates unique features in Dr. Fixit’s latest campaign

    By A Correspondent

     

    Pidilite unveiled legendary actor Amitabh Bachchan as the ambassador for its Dr. Fixit range of waterproofing products and solutions. Bachchan, an icon of the silver screen, will spearhead Dr. Fixit’s flagship campaign and will act as its face across engagement platforms.

     

    The campaign featuring Bachchan was rolled out on India’s 70th Independence Day with a multimedia campaign on digital, TV, retail activations, radio and outdoor.  As a leader in water-proofing solutions, Dr. Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.

     

    Dr. Fixit commercials are known and loved by audiences for their light sense of humor. The new campaign stays true to this approach, with Bachchan bringing his own trademark style and wit to the TVC.

     

    The opening TVC features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has three beautiful women as neighbors. The TVC begins with him delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartments leaks into his home. Then the TVC reveals a composed Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage itself. Thus, Bachchan’s feelings for his beautiful neighbors remain in his heart due to water-proofing by Dr. Fixit.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing behavior of people through messages that are relevant, persuasive and delivered in a memorable way. Who other than Mr. Bachchan to deliver this convincingly, as he is not only loved and admired by all but also considered a person of immense credibility. ”

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- says, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical.  This campaign takes this insight and says it in a very entertaining fashion.  Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema.  It’s a perfect jodi.  Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.”

     

  • The TVC is aimed at educating consumers on preventive approach to waterproofing while constructing new homes

    Dr. Fixit unveil new TVC during World Cup

    By A Correspondent

     

    Pidilite Industries launched its second campaign during the ICC World cup 2015 during the India-South Africa match. The new TVC is aimed at educating consumers on preventive approach to waterproofing while constructing new homes.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit offers a range of waterproofing products which address all the critical areas of waterproofing.  With this new TVC, we are educating consumers about preventive waterproofing, using Dr. Fixit LW+‘Tonic for Cement’ while building their homes. Dr. Fixit LW+ is advocated to be added to cement to build healthy homes.  The new TVC is humorous and encourages the consumers to adopt proactive, preventive approach to waterproofing and supports our efforts at educating them through our ‘Leak Free Home’ initiative.”

     

    Commenting on the concept, Amitabh Agnihotri, Sr. Creative Director, Ogilvy – Mumbai, says, “The idea was to shake people out of their indifference towards their waterproofing needs. We decided to make it in a manner that people remember the brand and mix LW+ with cement while building their homes”.

     

    The ad film is set in a village and opens with a dacoit threatening a villager at gunpoint. The other villagers are seen to be scared and crying for help. “Police ko kisne bataya,” the Dacoit asks the villager. Just as he is about to shoot him, a voice says “Main batata hoon.” The crowd of onlookers’ parts and a young man is seen standing there. He looks around and starts singing a song,