afaqs! news bureau

‘Rang Rogan’ jugaad doesn’t seal seeping roofs suggests Amitabh Bachchan in Dr.Fixit’s new ad

Bachchan urges consumers to opt for the correct roof waterproofing technique for a lasting impact.

Dr. Fixit’s new TV campaign featuring actor Amitabh Bachchan 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.

The latest TVC aims to dispel the myth that paint solutions can be used for waterproofing as well. It aims to alter a common belief that painting the roof or patch repair can solve the problem of leakage and cracks. It emphasizes that cosmetic solutions or patch repair is not enough to fix the cracks that form and cause leakage.

The TVC draws attention towards Dr. Fixit Roofseal's “elastomeric nanofiber technology” that offers long-lasting protection for roofs from heat, rain and ultimately leakage.

Vivek Sharma, chief marketing officer, Pidilite Industries, said, “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 said, “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 Bachchan is a humorous analogy of Dr Fixit and its expertise in quintessential Pidilite humour. The simplicity of communication to tell rather complex and technical benefits through Mr Bachchan has always been a hallmark of our work on this brand."

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