MUMBAI: Dr. Fixit, from the house of Pidilite, has unveiled its new TVC campaign featuring Amitabh Bachchan, along with an interesting set of aquatic creatures. The TVC, created by Ogilvy, urges homeowners to avoid taking a shortcut, while constructing their new home and engage in “total waterproofing” with Dr. Fixit, to avoid future cost and damage to their homes. The TVC shall be aired during IPL season, also on key GEC, news channels and digital platforms.

Pidilite Industries chief marketing officer Vivek Sharma said, “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building the category for waterproofing. People constructing new homes may have the right intention of waterproofing but often make the mistake of leaving it to others or ignoring it or cutting corners. This campaign featuring humourous interplay between Mr Bachchan and aquatic creatures aims to nudge people in the right direction of seeking total waterproofing from Dr. Fixit. Humour works best in changing people’s attitude and even better with Mr Bachchan.”

Commenting on the campaign, Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey said, “Humans normally don’t change their behaviour when given lots of information but do so with an insightful and emotional nudge. In this series of interesting TVCs, Ogilvy and Corcoise team have done a fantastic job in providing the nudge through unique aquatic characters and humour.  Mr Bachchan is at his best, as always.  It definitely makes a person sit up, take notice and reconsider their thinking on water-proofing.”