By A Correspondent [updated]

Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan. The TVC urges consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair

Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Waterproofing is a category where often a consumer is not fully educated about correct products and solutions. Therefore, people often resort to quick-fix solutions and end up making the mistake of choosing a wrong waterproofing method. This campaign aims to make people aware about the correct way of waterproofing roofs with Dr. Fixit Roofseal, an elastomeric coating with nano fibres, that protects roofs from water and heat.”

Commenting on the campaign, Talha Bin Mohsin, Executive Creative director, Ogilvy & Mather added: “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh.