By A Correspondent

Dr. Fixit, the water-proofing brand from Pidilite, has unveiled a new campaign featuring actor Amitabh Bachchan.  The new campaign aims at educating consumers about the importance of complete waterproofing in the construction of a new house.

Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Proper and complete water-proofing remains a vexing issue in Indian homes. Through this campaign, Dr. Fixit continues to educate consumers about the need to do complete waterproofing and makes it more accessible to consumers, contractors and dealers alike in easy ways across all touch-points.”

Added Talha Bin Mohsin, Executive Creative Director, Ogilvy & Mather: “People are used to using either Dr. Fixit LW+ or Dr. Fixit URP for waterproofing while making new houses, but complete waterproofing can only be achieved when both of these are used. To explain this, we decided to capitalize on cricket season with an analogy that would resonate with everyone, the bat and ball. Just like cricket can’t be played with only one of them, waterproofing too can’t be done with just LW+ or URP, you need both. Sometimes, all it takes to change behavior is explaining a complicated concept with extreme simplicity and a slice of fun.”