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Dr Fixit takes a ride on Mumbai’s ‘ricks’

Madison's outdoor arm, MOMS, uses Mumbai’s auto-rickshaw flaps with the message ‘Paani Roke’ as part of its monsoon marketing

BestMediaInfo Bureau | Mumbai | August 12, 2014


Commuting during monsoon is a pain for most people. But for a brand that has something to do with water leakages, it might just be a good opportunity. Dr Fixit, the waterproofing expert, has taken the outdoor route to market its product creatively in this season of pouring rain. Helping them in this journey is MOMS, the outdoor arm of Madison Communications.

Dipankar Sanyal, COO, MOMS Outdoor Media Solutions, said, “As Dr Fixit waterproofs and protects homes from leakages, on the same lines auto rickshaw flaps protect passengers from rain water splashing inside. Taking the cue from this, Dr Fixit last year had decided to brand these flaps with the message 'Paani ko andhar ghusne na de'. This year we have taken the idea to the next level and have done branding for 1,000 rickshaws across the western suburbs of Mumbai with the strong message of ‘Paani Roke’ with call to action SMS number."

This monsoon Dr Fixit is branding auto-rickshaw flaps with the message ‘Paani Roke‘. But unlike movie marketing where movie names are put on auto and bus backs, they have put the branding on auto flaps. This serves the objective of the brand communication, that just like the auto flaps keep away the water, Dr Fixit can keep keep water away from seeping into your house.

Ashish Prasad, President – Sales & Marketing, Construction Chemicals Division, Pidilite Industries, said, “Dr Fixit is a market leader in waterproofing solutions and has pioneered various innovations in the category. As a leader, we are creating awareness amongst the consumers about the necessity of waterproofing their homes. The auto rickshaw campaign is simple and focused on strengthening the brand positioning of Dr Fixit = Waterproofing."

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