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HomeCorporatePidilite Unveils New Dr Fixit Campaign

Pidilite Unveils New Dr Fixit Campaign

The new Dr Fixit television commercial (TVC) released by Pidilite features legendary actor Amitabh Bachchan. Through this TVC, Pidilite Industries aims to create awareness among homeowners about the need for ‘5-point water proofing’. Typically, Dr Fixit commercials are known for their light-heartedness and sense of humour, and true to this approach Bachchan brings in his own trademark style and wit to the latest TVC. Pidilite is a leading manufacturer of adhesives and sealants, construction chemicals, craftsmen products, DIY products and polymer emulsions.

The campaign is designed to bust the myth that a leak-free home comes from waterproofing the roofs. It also highlights the five points that essentially need to be waterproofed – bathrooms, outer walls, water tanks, foundation, and roof.

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The TVC opens withthe owner of an under-construction house showing Bachchan around with great pride, when their tour is rudely interrupted by the appearance of a strange character spouting water everywhere from his mouth, arms, torso etc. Bachchan introduces the character as ‘Leakage Bhaisaab’ to the bewildered owner, who is getting his house waterproofed. Bachchan explains how water can seep in through not just the roof but also the bathroom, water tank, foundation and even the outer walls. Those who don’t get their house five-point waterproofed with Dr Fixit products are setting themselves up for a never-ending battle with leakage, warns Bachchan.

“Dr Fixit, as the pioneer and market leader, continues toeducate consumers about the need for modern waterproofing methods. The five-point TVC expands awareness amongst consumers about the criticality to do their home waterproofing the right way; that is through Dr Fixit five-point waterproofing,” says Pidilite’s chief marketing officer Vivek Sharma.

Commenting on the campaign, Piyush Pandey, executive chairman and creative director of South Asia, Ogilvy & Mather, said, “The 5-point waterproofing is interestingly delivered by Bachchan in this TV commercial. When I look at the commercial, I think of all the problems that we have 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 while waterproofing.” ')}

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