Dr. Fixit unveil new TVC during World Cup

23 Feb,2015

By A Correspondent

 

Pidilite Industries launched its second campaign during the ICC World cup 2015 during the India-South Africa match. The new TVC is aimed at educating consumers on preventive approach to waterproofing while constructing new homes.

 

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 the 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, Sr. Creative Director, Ogilvy – Mumbai, says, “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”.

 

The ad film is set in a village and opens with a dacoit threatening a villager at gunpoint. The other villagers are seen to be scared and crying for help. “Police ko kisne bataya,” the Dacoit asks the villager. Just as he is about to shoot him, a voice says “Main batata hoon.” The crowd of onlookers’ parts and a young man is seen standing there. He looks around and starts singing a song,

 

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