Dr. Fixit, a pioneer in the Construction Chemicals segment, from the house of Pidilite Industries has rolled out a new TV campaign for Dr. Fixit Raincoat – that protects the houses and structures from getting worn out and threadbare in monsoons.
In the new TVC developed by Soho Square, the communication is more than just functional, and has kept in line with product attribution. The TVC reinforces the promise of a strong bond that Dr. Fixit Raincoat provides even in harsh monsoons clearly communication even if one hears without the audio.
Mr. Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit- Raincoat is a revolutionary product that provides very strong and durable waterproofing even when exposed to heavy monsoons. In last 2 years, the brand has evolved to successfully create advanced waterproofing systems with state of the art research developments and strengthen the overall brand equity of the mother brand Dr. Fixit. Most of our advertising bases the core product benefit as the center point of communication, in an extremely creative and yet simple way. We believe that we have done the same with Raincoat. This manifestation of the thought is core to the way that Dr.Fixit and in fact most of Pidilite products advertise. This new communication takes our earlier one ahead, and stands out especially in a highly competitive environment."
He further added, “With the help of the new creative, the brand has embarked on a new journey of becoming the ideal water proofing outdoor paint to secure homes and structures from wearing out.”
The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.
Commenting on the concept, Anuraag Khandelwal, Executive Creative Director at Soho Square, explain how they went about meeting this task. "A house without protection would be unable to fight the monsoon catching the house with innumerous infections. But with Dr. Fixit Raincoat, transforming as the protective shield immunes the house against the possible infections. A house enjoying the rain was the visual device we took forward in our communication."
The ad will be aired across key markets including entire Hindi speaking belt and supported by regional channels in South India, West Bengal, Maharashtra, and Gujarat for 4-5 weeks period starting early May 2013. The communication will be extended through various BTL activities such as outdoor advertising, high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs among other elements.
The storyline.
The advertisement kicks off with heavy monsoon with houses devoid of any protection. The advertisement, inspired by Transformers has the house transformed as the protective shield with a yellow raincoat symbolic to that of the product-line. The transformed house is now immune to any massacre by the monsoon as it is well guarded. The nearby houses that weren’t protected are advised to have vaccinated against the possible monsoon troubles and enjoy the rains too.
The value to the advertisement lies in its simplicity to convey the core product proposition and has successfully hit the nail right. This advertisement has been path breaking in a clutter of glamorous ads.
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