Conceptualised by Ogilvy & Mather and filmed by Prasoon Pandey, Amitabh Bachchan brings humour to the latest Dr. Fixit commercial
BestMediaInfo Bureau | Mumbai | August 17, 2016
Pidilite Industries has roped Amitabh Bachchan as the brand ambassador of Dr. Fixit. Its latest commercial featuring the superstar aims at creating awareness about pro-active water-proofing using modern methods at the beginning stage of building a new house. The campaign has been conceptualised by Ogilvy & Mather.
The Dr. Fixit commercials are known and loved by the audience for their sense of humour. The new campaign stays true to this approach, with Bachchan bringing his own trademark style and wit to the commercial.
Vivek Sharma, Chief Marketing Officer, Pidilite Industries, said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing behaviour of people through messages that are relevant, persuasive and delivered in a memorable way. Who other than Bachchan can deliver this convincingly, as he is not only loved and admired by all but also considered a person of immense credibility.”
Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia, said, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical. This campaign takes this insight and says it in a very entertaining fashion. Dr. Fixit is the leader in the category, like Bachchan is in the world of cinema. It’s a perfect jodi. Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.”
The opening TVC features Bachchan portraying a romantic, restless man living in a home that hasn’t been waterproofed and has three beautiful women as neighbours. The TVC begins with Bachchan delivering a Bollywood-style monologue, and thinking about his neighbours as water from their apartments leaks into his home.
Then the TVC reveals a composed Bachchan wrapped up in a shawl, coming back to reality, saying how his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage and his dreams remained dreams.
The campaign was launched on August 14 and comprises a 360 degree medium promotion through digital, TV, retail activations, radio and outdoor.
Client: Dr. Fixit Team
Creative Agency: Ogilvy and Mather, Mumbai
Creative Director: Piyush Pandey and Prasoon Pandey
Client Servicing Team: Vivek Verma, Vishal Bijlani, Sriyanta Ghosh
Film Production: Corcoise films