Dr. Fixit uses angry kid to send ‘waterproof during construction’ message

Pidilite Industries has launched a campaign for its waterproofing brand Dr. Fixit. The campaign conceptualised by Ogilvy & Mather will involve television and on-ground efforts.

The ad film features a bespectacled young boy drawing with crayons on a wall in his house. The wall is full of his ‘art’. Seeing him deface the wall, his father admonishes him, reminding him that his mother has told him not to draw on the walls. Just then, a piece of the drawing on the wall falls away, thanks to the condition of the wall. The kid gets angry and reprimands his father –reminding him that his friend had advised getting the house waterproofed by Dr. Fixit. He points to the condition of the dripping ceiling, damaged bathroom walls and more.

Anil Jayaraj, CMO, Pidilite Industries, said, “The intent of the campaign is to build awareness of the comprehensive range of waterproofing products from Dr. Fixit and establish it as the preferred brand in this category. In last few years, the brand and the business has evolved to successfully create advanced waterproofing products with state of the art research developments. The new creative is simple and  focused, it strengthens the brand positioning of Dr. Fixit = Waterproofing.”

Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather India, explained, "We were briefed about the refreshed intent of the division of moving away from individual brand advertising under the umbrella to having a holistic mother brand campaign created. We believed that the preventive measure is far stronger than the remedial approach. Hence, we took the approach of ‘Dr. Fixit = Waterproofing’ by showcasing a highly impactful 30-seconder with sheer simplicity of the core message of ‘Waterproof your home whilst building it’."

The TVC will air for four to five weeks from March 2014.

Credits

Agency:  Ogilvy & Mather, Mumbai.

Creative team: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Gururaj Rao

Account management: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar

Production house: Chrome Pictures

Director (film): Hemant Bhandari