Dr. Fixit's 'Freedom Express' chugs into Mumbai

The OOH campaign in Mumbai, executed by MOMS Outdoor Media Solutions, involves the wrapping of the complete metro rake of Mumbai Metro in Dr. Fixit's branding paraphernalia

BestMediaInfo Bureau | Mumbai | August 21, 2015

Dr. Fixit, the construction and waterproofing brand from Pidilite Industries, has embarked on a unique branding initiative to encourage consumers to protect their homes from water damage. Under this initiative, a complete metro rake of Mumbai Metro has been wrapped up in Dr. Fixit's branding paraphernalia and christened as the 'Freedom Express' to portray the brand as a one-stop solution to achieve freedom from leakages. The OOH campaign has been executed by MOMS Outdoor Media Solutions.

The 'Freedom Express', which is plying along the Versova - Ghatkopar route in Mumbai, will continue till September 7, 2015.

Commenting on the campaign, Vivek Sharma, CMO, Pidilite Industries, said, “This brand campaign is aimed at positioning Dr. Fixit as the waterproofing expert that helps people achieve freedom from leakages – a modern solution to tackle the age old problem faced by house-owners. The campaign has been timed contextually right as monsoons have affected consumers across the city of Mumbai. The metro rake branding provides an ideal medium with a daily reach of more than 700,000 captive audience while maximising brand recall.”

Dipankar Sanyal, COO, MOMS Outdoor Media Solutions, commented, “Our bond with Pidilite has been one of the most creatively/ innovatively satisfying. Every campaign that we have done has an element of 'think different' in it. The Dr. Fixit campaign strikes a similar chord. Media selection is mass transit and contextual, keeping the seasonality in mind.”

With messages like 'No More Damp Walls', 'No Cracks, No Leakage' and 'No More Damp Ceilings', the metro wrap, apart from adding to the brand recall value also ensures that the maximum number of commuters experience the message.

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