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Dr Fixit keeps it simple for its monsoon campaign
The campaign has been conceptualised by Ogilvy & Mather and involves television, print and digital medium
BestMediaInfo Bureau | Delhi | April 10, 2015
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Click on the image to watch the TVC.Dr Fixit, the waterproofing brand from Pidilite Industries, has unveiled a new TVC prior to the monsoon season. The campaign has been conceptualised by Ogilvy & Mather and involves television, print and digital medium.
The ad film features a man holding a big blue coloured board. The colour of the board goes on changing from blue to green to pale yellow and so on. The man still standing in front of a white background takes the board above his head, saying, “Ghar ki deewaron ke liye koi bhi colour chunein… Par chat ke liye sirf Dr Fixit ki waterproofing”. It starts raining, but the man is dry below the board he is holding. He continues, “Kyonki chat hai ghar ki sabse zaroori deewar.”
Elaborating on the campaign, Vivek Sharma, Chief Marketing Officer, Pidilite Industries, said, “Dr Fixit offers a range of waterproofing products, which address all the critical areas of waterproofing. With this new TVC, we are educating consumers about the terrace being the most important wall of any house and it is most critical to waterproof the same. The new TVC is simple and focused on our messaging of preventive waterproofing.”
Commenting on the concept, Amitabh Agnihotri, Senior Creative Director, Ogilvy – Mumbai, said, “While waterproofing their homes people are concerned about their walls, but they forget waterproofing the terrace, which adversely affects the walls as well.”
Along with the TVC, Dr Fixit has also rolled out an initiative for multi-dwelling cooperative housing societies (CHS) across six cities – Mumbai, Pune, Chennai, Hyderabad, Bangalore, and Delhi. The programme is aimed at the office bearers and committees, who are responsible to take repair and maintenance decisions for upkeep of the good health and aesthetics of the building. Dr Fixit will highlight upon various range offered looking at the needs of a CHS.
The initiative follows a 360-degree campaign approach with print, digital, radio and BTL to promote the entire range of solutions offered and inculcate good waterproofing practices.
Ashish Prasad, President, Construction Chemicals, Pidilite Industries, elaborated, “We are extremely delighted to address waterproofing and remedial solutions for cooperative societies. The health of the building deteriorates over time and needs regular maintenance. We are offering innovative remedial solutions for exterior walls, terrace, cracks and repair. The initiative is to create awareness amongst owners of buildings (Housing Societies) about maintenance and repairs of buildings and develop an understanding approach towards importance of waterproofing.”
The TVC:
Credits:
Brand: Dr Fixit
Agency: Ogilvy & Mather
Creative: Amitabh Agnihotri, Sameer Sojwal, Nandkishor Prabhukelusakar, Shankar Kamble
Account Management: Vivek Verma, Vishal Bijlani
Production: Dancing Shiva
Director: Nishant Gangadharan