New Dr. Fixit TVC draws cricket parallel to explain water-proofing

Dr. Fixit TVC

Featuring Amitabh Bachchan, the new Dr. Fixit TVC focusses on the importance of using a combo of two products for proper water-proofing.

Pidilite’s water-proofing brand Dr. Fixit has released a new TVC campaign featuring actor Amitabh Bachchan. It aims at educating consumers about the importance of complete waterproofing in the construction of a new house, addressing the importance of using Dr. Fixit’s LW+ along with Dr. Fixit URP for the most effective and complete waterproofing solution.

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”.   

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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 capitalise 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.”



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