Following the TVC released for FeviKwik during the India-Pakistan ODI on 15 February, Pidilite Industries rolled out its ad campaign for Dr Fixit during the India-South Africa ODI on 22 February.
The film is aimed at educating consumers on preventive approach to waterproofing while constructing new homes, informed a statement from the company.
It opens in a village with a dacoit (bandit) threatening a man at gunpoint and asking him 'police ko kisne bataya' (who told the police). The other villagers surrounding the man are also shown scared. This changes as one man says ,'main batata hu' (I'll tell you). The camera shifts to focus on this man. When everyone expects an answer, the man starts singhing a song addressed to everyone around him. He starts, 'Agar diwaaron ko silan aur daraaron se hai bachana, Toh Ghar banate samay… Pleaje Cement mein Dr.Fixit Ka LW plus milana.' (If you want to protect your walls from leakages, mix Dr Fixit's LW Plus with your cement). The film ends with villagers dancing to the song. The man who was on gunpoint earlier, is shown making the dacoit join-in the dance.
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.”
Amitabh Agnihotri, senior creative director, Ogilvy - Mumbai, said, “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”.
Agency: Ogilvy & Mather Mumbai
Creative: Abhijit Avasthi, Amitabh Agnihotri , Sameer Sojwal, Mayank Yadav
Account management: Vivek Verma & Vishal Bijlani
Production: Curious Films
Director: Vivek Kakkad