Pidilite unveiled legendary actor Amitabh Bachchan as the ambassador for its Dr. Fixit range of waterproofing products and solutions. Mr. Bachchan, an icon of the silver screen, will spearhead Dr. Fixit’s flagship campaign and will act as its face across engagement platforms.
The campaign featuring Mr. Bachchan was rolled out on India’s 70th Independence Day with a multimedia campaign on digital, TV, retail activations, radio and outdoor. As a pioneer and leader in water-proofing, Dr. Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.
Dr. Fixit commercials are known and loved by audiences for their light sense of humor. The new campaign stays true to this approach, with Mr. Bachchan bringing his own trademark style and wit to the TVC.
The opening TVC features Mr. Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has 3 beautiful women as neighbors. The TVC begins with Mr. Bachchan delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartment’s leaks into his home. Then the TVC reveals a composed Mr. Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage itself. Thus, Mr. Bachchan’s feelings for his beautiful neighbors remain in his heart due to water-proofing by Dr. Fixit.
Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing behavior of people through messages that are relevant, persuasive and delivered in a memorable way. Who other than Mr. Bachchan to deliver this convincingly, as he is not only loved and admired by all but also considered a person of immense credibility.”
Commenting on the campaign, Mr. Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- says, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical. This campaign takes this insight and says it in a very entertaining fashion. Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema. It’s a perfect jodi. Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.”