Dr. Fixit unveils new campaign featuring Amitabh Bachchan
Focussing on the education of consumers about the significance of complete waterproofing in the construction of a new house, the water-proofing brand from Pidilite, Dr. Fixit, launches a new campaign with actor Amitabh Bachchan.
The humorous yet witty vein carried by Mr. Bachchan has made Dr. Fixit campaigns so popular with the public with the launch of the TVC.
The misunderstood belief of using only Dr. Fixit LW+, has been addressed in the latest campaign as this leads to incomplete water-proofing of their new homes. The combination of Dr. Fixit’s LW+ and Dr. Fixit URP is necessary for the most effective and complete waterproofing solution and this is what is underlined in the TVC. The TVC underscores this point by using cricket analogy to say, “Like you cannot play cricket without the Jodi of bat & ball, similarly you cannot do complete water-proofing without the Jodi of Dr. Fixit LW+ and URP”.
Along with the TVC, Dr.Fixit is undertaking two big initiatives, since the consumers tend to reach out to dealers and contractors for their waterproofing proofing problems. They are:
Under ‘Dukandaar se Salaahkar’ movement, a unique QR code for each dealer will guide the consumer to easy-to-understand water-proofing information. This is a movement for the dealers where they become waterproofing consultants for consumers and the guide will be delivered via Whatsapp in 11 Indian languages.
Under ‘Atmanirbhar Contractor’ technical product information, application videos etc. is provided to contractors for various water-proofing situations on sites via a WhatsApp chatbot.
Mr. 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.”
Commenting on the campaign, Talha Bin Mohsin, Executive Creative Director, Ogilvy & Mather- says, “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 capitalize 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 too can’t be done with just LW+ or URP, you need both. Sometimes, all it takes to change behaviour is explaining a complicated concept with extreme simplicity and a slice of fun.”
As the TVC opens we see Mr. Bachchan conversing to a contractor at a construction site and when the contractor says he doesn’t need both the products and he can manage with one, he is shown probing him. With the bat in his hand, Mr. Bachchan gives another one to the contractor and asks him to play cricket. Later he gives one ball to the contractor and takes one himself. After this, he thus explains the contractor that Dr. Fixit LW+ and URP are a perfect Jodi for complete waterproofing just like both bat and ball are necessary to play a game of cricket. Furthermore, for a lasting and complete waterproofing, he urges consumers to mix Dr. Fixit LW+ with cement and put a Dr.Fixit URP coating on the roof.
Client – Dr. Fixit Team
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
To get access to easy-to-understand waterproofing solutions, consumers can SMS DF to <57575>