Dr. Fixit launches new campaign with Amitabh Bachchan


Dr. Fixit, from Pidilite’s home, launched its latest TV campaign featuring actor Amitabh Bachchan. The TVC encourages customers to choose technically correct solutions such as Dr. Fixit Roofseal as a cure for roof repairs and waterproofing for their lightness and sense of humor. Dr. Fixit ads are recognized and loved by the public over temporary solutions such as paint and patch repair. With Mr. Bachchan adding his own trademark style, the latest campaign remains true to this strategy.

The newest TVC addresses the myth that painting solutions should also be used for waterproofing. Most individuals assume that problem of leaks and cracks can be solved by painting the roof or patch repair, and the new TVC aims to change this belief. It stresses that cosmetic solutions or the repair of patches are not sufficient to fix the cracks that shape and cause leakage. Since, the roof is the most highly exposed surface of a building, it is important to ensure that the correct materials are used. The TVC draws attention to the elastomeric nanofiber technology of Dr. Fixit Roofseal, which provides long-lasting roof protection from fire, rain, and eventually leakage.

Vivek Sharma, Pidilite Industries Chief Marketing Officer, said, Waterproofing is a category in which a consumer is often not fully educated about the right products and solutions. Therefore, people often resort to quick-fix solutions and end up making the mistake of choosing an incorrect method of waterproofing. With Dr. Fixit Roofseal, an elastomeric coating with nanofibers that protects roofs from water and heat, this campaign seeks to make people aware of the correct way of waterproofing roofs.

Talha Bin Mohsin, Executive Creative Director, Ogilvy & Mather, commented on this campaign that, Dr. Fixit offers a range of products for various kinds of professional waterproofing. This time, we wanted to express that you also need an expert product when it comes to roofing, which protects it for a long time from the sun, rain, and moisture. It is the Roofseal of Dr. Fixit that provides expert waterproofing that no one else can match. The ease of communication through Mr. Bachchan to communicate very complex and technological advantages has always been a hallmark of our work on this brand.


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