Amitabh Bachchan's still from the new campaign TVC.

Pidilite Unveils New Dr. Fixit Campaign; Ropes in Amitabh Bachchan as Brand Ambassador

by  EVENTFAQS Bureau Marketing | August 17, 2016 | News

Dr. Fixit Pidilite Amitabh Bachchan

Pidilite yesterday unveiled legendary actor Amitabh Bachchan as the ambassador for its Dr. Fixit range of waterproofing products and solutions. 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 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 waterproofing, Dr. Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.
 
The opening TVC of the campaign features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed, with 3 beautiful women as neighbors.

Talking about the new campaign, Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in the waterproofing segment and it continues to play the role of creating the market for waterproofing using modern methods. This involves changing the 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.”