Pidilite to unveil 2nd World Cup Campaign

Pidilite Industries will be launching its second campaign during the ICC World cup 2015 this Sunday with blockbuster India-South Africa match. Dr. Fixit, one of the leading construction chemicals brand from Pidilite, will unveil its latest TV commercial. The new TVC is simple and 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, “Agar diwaaron ko silan aur daraaron se hai bachana, Toh Ghar banate samay… Pleaje Cement mein Dr.Fixit Ka LW plus milana.”

The TVC will debut across key markets during the World Cup match between India and South Africa, 22 Feb 2015.