Dr Fixit “vaccinates” your house against monsoon perils!
Developed by Soho Square, the TVC reiterates Dr Fixit as the ultimate rainproof shield for structures
BestMediaInfo Bureau | Delhi | May 8, 2013
Dr. Fixit, a pioneer in the construction chemicals segment from the house of Pidilite Industries, has rolled out a new TV campaign for Dr. Fixit Raincoat that protects houses and structures from getting worn out and threadbare in monsoons. In the new TVC developed by Soho Square, the communication is more than just functional, and has kept in line with product attribution. The TVC reinforces the promise of a strong bond that Dr. Fixit Raincoat provides even in harsh monsoons clearly communication even if one hears without the audio.
The advertisement kicks off showing a heavy monsoon and houses devoid of any protection. The ad, inspired by the movie 'Transformers', shows the house transformed with a protective shield with a yellow raincoat symbolic to the product-line. The transformed house is now immune to any ravages of the monsoon as it is well guarded. The nearby houses that weren't protected are advised to get “vaccinated” against possible monsoon troubles and enjoy the rains too.
The strength of the advertisement lies in its simplicity in conveying the core product proposition and has successfully hit the nail at the right place, acting as a clutter-breaker in a plethora of glamorous ads.
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “Dr. Fixit Raincoat is a revolutionary product that provides very strong and durable waterproofing even when exposed to heavy monsoons. In the last two years, the brand has evolved to successfully create advanced waterproofing systems with state of the art research developments and strengthened the overall brand equity of the mother brand Dr. Fixit. Most of our advertising is based on the core product benefit as the central point of our communication, and is done in an extremely creative and yet simple way. We believe that we have done the same with Raincoat. This new communication takes our earlier one ahead, and stands out in a highly competitive environment."
He further said, “With the help of the new creative, the brand has embarked on a new journey of becoming the ideal water proofing outdoor paint to secure homes and structures from wearing out.”
The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.
Commenting on the concept, Anuraag Khandelwal, Executive Creative Director at Soho Square, explained how they went about meeting this task. “A house without protection would be unable to fight the monsoon and affect the house with innumerable infections. But with Dr. Fixit Raincoat acting as a protective shield, makes the house immune to the possible infections. A house enjoying the rain was the visual device we took forward in our communication."
The ad will be aired across key markets including the entire Hindi-speaking belt and supported by regional channels in South India, West Bengal, Maharashtra and Gujarat for 4-5 weeks starting early May 2013. The communication will be extended through various BTL activities such as outdoor advertising, high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs among other elements.
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