Pidilite has rolled out a film for its waterproofing brand, Dr. Fixit. The film features Amitabh Bachchan and looks to educate consumers about the importance of complete waterproofing in the construction of a new house.
The TVC shows Bachchan talking to a contractor at a construction site. The contractor tells Bachchan that he doesn't need both the products from Dr Fixit as he can manage with one. Bachchan goes about explaining the importance of both by giving a cricket analogy. Bachchan has one bat in his hand and gives another to the contractor and asks him to play cricket. The contractor is confused and wonders how they can play with two bats. Bachchan then takes out a ball and hands it to the contractor. He keeps another for himself. By citing this example, he then explains that just like both bat and ball are necessary to play a game of cricket, Dr. Fixit LW+ and URP are a perfect combination for complete waterproofing.
Vivek Sharma, chief marketing officer, Pidilite Industries, said, “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. ”
Talha Bin Mohsin, executive creative director, Ogilvy, said, “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 capitalise 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 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.”
Client: Dr. Fixit
Creative team: Piyush Pandey. Talha Bin Mohsin, Mahesh Parab, Shahwan Kaikobad, Harshal Walwalkar
Account management: Vivek Verma, Bhuvnesh Joshi, Ankit Shastri, Saral Kumar
Production house: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala