The TVC, conceptualised by Ogilvy India, broke during the India-South Africa World Cup match on February 22
BestMediaInfo Bureau | Mumbai | February 24, 2015
Pidilite Industries launched its second campaign during the ongoing ICC World Cup 2015. The TVC for Dr. Fixit, the construction chemicals brand, broke during the India-South Africa match on February 22. The new TVC is aimed at educating consumers on preventive approach to waterproofing while constructing new homes.
Conceptualised by Ogilvy India, the ad film is set in a village and opens with a dacoit threatening a villager at gunpoint even as other villagers cower in fear. “Police ko kisne bataya?” asks the dacoit menacingly. Just then a young man volunteers, “Main batata hoon.” The crowd of onlookers parts and the man begins to sing, “Agar deewaaron ko seelan aur daraaron se hai bachana, toh ghar banate samay please cement mein Dr. Fixit ka LW+ milana.” The villagers also join in the singing and dancing, much to the bewilderment of the dacoits.
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 preventive waterproofing, using Dr. Fixit LW+ ‘Tonic for Cement’ while building their homes. Dr. Fixit LW+ is advocated to be added to cement to build healthy homes. The new TVC is humorous and encourages consumers to adopt proactive, preventive approach to waterproofing and supports our efforts at educating them through our ‘Leak Free Home’ initiative.”
Commenting on the concept, Amitabh Agnihotri, Senior Creative Director, Ogilvy - Mumbai, said, “The idea was to shake people out of their indifference towards their waterproofing needs. We decided to make it in a manner that people remember the brand and mix LW+ with cement while building their homes.”
Client: Pidilite Industries (Dr. Fixit) Creative Agency: Ogilvy India Creative: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, MayankYadav Account Management: VivekVerma, Vishal Bijlani Production: Curious Films Director: Vivek Kakkad