Roff puts an end to cracked tiles and cement woes

Pidilite's Roff has rolled out a campaign ‘Magar ki Jakad’ (crocodile grip), to spotlight its tile adhesive offerings. 

Conceptualised by Ogilvy, the film through quirky dialogues captures a customer’s frustration with cracked tiles and the unaesthetic appearance due to bad quality cement usage. It showcases how Roff aims to tackle these customer challenges, offering durable and reliable solutions. 

Sudhanshu Vats, deputy managing director, Pidilite Industries, said, "At Pidilite, pioneering in emerging categories is a core value that drives us. Our brand Roff is aimed at transforming the way tiles are fixed in India. The nationwide launch of our new Roff TV commercial underscores our unwavering commitment to raising awareness and enhancing customer experiences. Roff products embody cutting-edge technology, blending global expertise with local intelligence. They enable contractors, and architects to create long-lasting beautiful tile and stone creations without any worry. Through this initiative, our objective is to inform and empower customers to make well-informed choices.” 

Piyush Pandey, chairman of global creative and executive chairman, India, Ogilvy, said, “It’s a great innovative product and therefore one of the most innovative demonstrations of the benefit. It explains it all in a consumer-friendly and entertaining fashion.”