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Pidilite comes up with maiden TVC for tile adhesive brand Roff

The TVC by Ogilvy highlights various problems faced by customers for fixing tiles with cement in a quirky and humorous way. It communicates the key benefits of fixing tiles with Roff adhesive

Click on the Image to watch the TVC.

Roff, the tile adhesive brand from the house of Pidilite Industries, has unveiled its first TVC themed around the theme ‘Roff mein hain magar ki jakkad’.

Roff is an environmentally safe and economical additive for cement and offers a comprehensive range of tile and stone fixing solutions. Roff not just improves the strength of cement but also enhances its workability for fixing tiles.

The new Roff TVC highlights various problems faced by customers such as cracked tiles, debonding, falling of tiles, unlevelled tiles, un-aesthetic looks of tiles upon using only cement. It does so in a quirky and humorous fashion. It communicates the key benefits of fixing tiles with Roff adhesives, including durable bonding, aesthetically beautiful tiles and, more importantly, peace of mind.

Vivek Sharma, Chief Marketing Officer, Pidilite Industries, said, “We are delighted to launch the first-ever TVC for Roff that aims at creating awareness among homeowners about the criticality of using Roff tile adhesives in cement to ensure longevity and beauty for tiles and stones. Our world-class range of Roff products is more than just a tile-fixing application. They enable contractors, architects to create long-lasting beautiful tile and stone creations without any worry.”

Piyush Pandey

Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, said, “It’s a great innovative product and one of the most innovative demonstrations of the benefit. It explains it all in a consumer-friendly and entertaining fashion.”

The film uses humour to drive home the key messaging. It draws a comparison between cement and Roff in a funny way while explaining the benefits of Roff tile adhesives. It explains that tiles may become slack after a while and fall off if you fix them with only cement. It shows how a broken tile can completely change your life.

Roff for the first time will be launching this TVC in the Karnataka market. It will be aired on leading channels supported by digital, outdoor and retail activation plan.

The TVC:


Client: Pidilite

Agency: Ogilvy, Mumbai

Creative Team: Piyush Pandey, Talha Bin Mohsin, Mahesh Parab

Account Management: Vivek Verma, Pranay Merchant, Yesha Shah

Planning Team: Ganapathy Balagopalan, Nirav Parekh, Aditya Arora

Production House: Corcoise Films private limited

Director: Prasoon Pandey

Producer: Cyrus Pagdiwala

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