MxMIndia

Tag: Pidilite Industries

  • This is India’s premier brand consulting service exclusively for start-ups

    Ex-Schbanger, Neel Shah launches Mentopreneur

    By Our Staff

     

    Neel Shah, better known for his stint at Schbang, has launched Mentopreneur, a boutique brand consulting company dedicated to working extensively with funded start-ups, helping them navigate the path to growth from day zero.

     

    “At Mentopreneur, our primary focus is to enhance value before valuation for start-ups,” said Shah.

     

    Said Vivek Sharma, CMO, Pidilite Industries on Shah’s work: “It’s not easy to match the standards of Fevicol advertising on digital and Neel has done that to a large extent; speaks volumes of his creative abilities and passion”

     

    Added Shah: “This decade belongs to Indian entrepreneurship and start-ups, and start-up founders require special attention that traditional advertising agencies lack. Founders are very excited in the start and sometimes the excitement leads to chaos, it’s our job to steer that excitement towards clarity and focus. I keep saying – Go Inside, before you go outside”. “Over the past year, we have had the privilege of serving renowned names and working with exceptional brands, although I cannot disclose them just yet. Stay tuned for future updates.”

     

  • Film highlights 'magical powers' of the brand

    Sideways launches Pidilite WD-40 Car care Spray

    By Our Staff

     

    Pidilite Industries Limited, an adhesives manufacturing company, has launched a campaign for its new product, WD-40, a multipurpose car care spray. The brand film, conceptualized by Sideways branding and creative agency, highlights the diverse capabilities of WD-40, a product that can remove rust, open jammed locks and silence squeaky door hinges, among others.

     

    Said Sideways’ Co-Founder Abhijit Avasthi: “WD-40 is an iconic product with magical powers with a million use cases. I believe it should be in every household. With this film we are hoping to build an endearing fun personality for the brand which will help increase its adoption.”

     

    Added Nilay Moonje and Sameer Sojwal, Executive Creative Directors and Creative Heads at Sideways: “Any brief from Pidilite comes with an opportunity and a responsibility to do only the most amazing advertising. Such is the client relationship and our own expectation. While we joked about some completely useless ideas, we stumbled upon a thought, ‘What if a guy wants to get out of jail but can’t because of the rusted door? Then he won’t need the key, would he?’ And one ridiculous thought led to the next.”

     

    Gautam Suri – President, Sales and Marketing, Consumer Products at Pidilite Industries said: “WD-40 is an iconic global brand. Seeing is truly believing as using the product once will ensureit is used again and again. There are over 2000+ applications and it is our endeavor to have one can in every household so our consumers discover the myriad uses of this miracle product. WD-40 works wonders, inspiring confidence and empowering people to solve problems and get the job done right.”

     

  • FMCG companies working on sustainability models to reduce carbon footprint

    Upskilling will boost the FMCG sector: CII National FMCG Summit

    By Our Staff

     

    Post the COVID 19 pandemic consumers are switching to more eco-friendly products and to cater to the conscious customers, FMCG companies are looking at more progressive models as a future necessity to minimize the environmental effects stated Bharat Puri, Chairman National Committee on FMCG & Managing Director, Pidilite Industries speaking at the CII FMCG National Summit 2022 organised by the Confederation of Indian Industry (CII).

     

    Puri explained that the FMCG sector is called as the bell weather of the economy. “Speed and agility are a must to succeed however this needs to translate across all elements of the organization for long term success. There is also a need to focus on creating sustainability and become environmentally friendly in the long run,” he said.

     

    Deepak Iyer, Managing Director, Mondelez India explained that a lot of changes have taken place in the FMCG sector in the last couple of years. “It is a digital consumer that we are looking at today. This means that even within the organization a lot of skill sets have begun to change. So, people need to be reskilled and given the new age skill sets to get more future ready workforce,” he informed.

     

    According to Iyer, there is a social responsibility of saving the planet. “There is a need to reduce the carbon emission at source. There is no ban on plastic use, but one need to recycle or dispose plastic more responsibly,” he added.

     

    He stated that technology is being leveraged to optimize the workforce. “FMCG products used to be transported in specially designed vehicles but what is the guarantee that the operator does not switch off the vehicle. This would mean that products worth lakhs of rupees would stand the risk of getting destroyed because of changes in the temperature. Now with the help of special sensors, the same can be monitored and the risk eliminated,” he added.

     

    Prashant Peres, Managing Director – India & South Asia, Kellogg stated that brands today are living off a purpose of doing some good for the people.

     

    “Companies are looking at partnerships and are taking steps to put sustainability on their agenda. However, the industry will have to take collective steps in this regard and one individual company cannot do it alone,” he said.

     

    He explained that post the pandemic, how you communicate with the consumer has. also changed. “A lot of reskilling is needed not just for individuals but for the entire team. People today trust influencers and there is a need to adapt to the change to mark success,” Mr Peres added.

     

    Success of FMCG companies in this new era will rely as much on developing new skills as it would on precise leadership and decision making, often with disparate information.

     

    Navneet Saluja, Area General Manager, Indian Sub-Continent, Haleon stated that there is a need to create a culture that drives innovation. “Though surviving for larger brands would be possible in the future, the revenue pie will keep growing smaller. So, there is a need to challenge ourselves,” he said.

     

    According to Saluja, the FMCG sector has been delivering pricing which is lower than the inflation. “We have done a great job on the pricing. We need to percolate our purpose to our brands as well which would define the boundaries. In the next 20 years, all brands would have a social purpose as well,” he pointed out.

     

    He added that even if the company generates a lot of revenue, unless there is a social agenda, their multiplier would be zero. “This has set a serious direction and gives a better multiplier effect,” he said.

     

    Abheek Singhi, Managing Director and Senior Partner, Asia- Pacific Leader, Consumer and Retail Practice, Boston Consulting Group (BCG), Mumbai explained that there has been a double- digit growth rate in the FMCG sector in India since the last two decades.

     

    “Almost two third of the revenue generated is from the unorganized sector. The share of the FMCG profits have also grown from 5 percent in the year 2010-14 to around 7 percent in the year 2020-22. The Indian FMCG market has outperformed globally,” he said.

     

  • 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.”

     

     

  • Madison Media has been handling the Media AOR for all Pidilite brands since 2011

    Madison Media to manage digital mandate for Dr. Fixit

    By A Correspondent

     

    Madison Media Digital has announced that it will handle the digital performance mandate for Dr. Fixit’s brand in addition to the already allocated media mandate of Pidilite. The agency recently won the performance business of Dr. Fixit in a multi-agency pitch. Madison Media has been handling the Media AOR for all Pidilite brands since 2011.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Pidilite delivers path-breaking work year after year with its agencies that understand our business and behave like partners. The commitment demonstrated by Madison towards Pidilite since 2011 made it easier for us to decide once they showcased their digital performance expertise.”

     

    Added Vishal Chinchankar, Chief Digital Officer, Madison Media: “We’re extremely excited that Pidilite has consolidated their digital media and performance mandate with us. We are confident that our data- driven approach will bring greater outcomes at scale. It’s indeed a great way to start the year.”

     

     

  • 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. “

     

     

  • In humorous 20-second spots, the TVCs acknowledges role women play in bringing moments of joy to families

    Pidilite gets womenfolk to tackle unexpected household chores

     

     

    Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new television ad campaign titled ‘Khushiyon ke chand pal’, which depicts woman being unexpectedly appreciated by her loved ones for repairing different things in houseshold.

     

    The campaign, conceived by Ogilvy & Mather, through a series of films with Fevikwik sense of humour, highlights the versatility of Fevikwik in fixing anything, from toys to ‘jhumka’ to a ‘mandir ki ghanti’. It talks about how Fevikwik can not only fix broken objects but also cement the bonds between husband-wife, mother – son, mother-in-law and daughter-in-law.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “A woman is at the heart of every family. But very often she goes unappreciated for little things she does around household, including repairing broken things at home that are favorite to family members. The new TVC campaign, in its own humorous way, appreciates this role that she plays by bringing back things to life through repairs and creating little moments of joy.”

     

    Commenting on the concept, Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia said: “Fevikwik has always created wonders and various moments of joy for enormous number of consumers. The ‘Khushiyon ke chand pal’ (moments of happiness) campaign depicts that this instant-bonding adhesive is a perfect partnerfor every housewife to have cherished moments and fix any kind of day-to-day things.”

     

     

  • 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.”

     

  • Demonstrates total control experience in a Humorous fashion

    Pidilite highlights enhanced features of Fevikwik in latest TVC

    By A Correspondent

     

    Fevikwik is set to roll out a TV campaign for its new product variant, Fevikwik Gel. The ‘Total Control’ TVC is developed by O&M and the communication takes a step further to reinforce enhanced user experience.

     

    The TVC emphasizes the total control characteristic of the gel variant in a playful manner. The clever use of the hockey player as a character who is much astonished about the control that he has over the ball during the game of hockey maintains the wit and humor quotient as always in a Fevikwik TVC.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Fevikwik TVCs have invariably showcased the product attribute with a sense of humor. This TVC presents the new variant Fevikwik Gel that gives more control to user while doing what Fevikwik does best – sticking various broken objects instantly.”

     

    The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets there are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

     

    Commenting on the concept, Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia says, “Fevikwik has always been characterized as a hero who comes out with its instant adhesive properties in all sorts of unexpected situations. We wanted to reiterate the heroics of Fevikwik and concurrently show an analogy that depicts total control characteristics of Fevikwik Gel.”

     

  • The TVC reinforces the promise of a strong bond that binds people to their culture, strengthening Fevicol’s positioning of being the ultimate adhesive

    Bonding takes a new meaning in Fevicol’s latest campaign

    By A Correspondent

     

    Fevicol has rolled out a new ‘Govinda’ themed TVC based on ‘dahi-handi’ celebrations to reinforce universal bonding that Fevicol has come to stand for.

     

    Conceived and developed by Ogilvy & Mather, the TVC highlights how a strong bond and teamwork are central to forming the several-storey high human pyramid that characterizes ‘dahi-handi’ celebrations. Through the trademark ‘humour’ thatFevicol ads are known for, the TVC reinforces the promise of a strong bond that binds people to their culture, strengtheningFevicol’s positioning of being the ultimate adhesive.

     

    Piyush Pandey Executive Chairman and Creative director, Ogilvy & Mather – South Asia says, “Fevicol has always stood for ultimate bonding.  Bonding beyond its physical manifestations, bonding of culture and humanity.The new film takes the festival of Govinda (Lord Krishna’s birthday) which is celebrated across the country by people making human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue and cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”