Sr. Bachchan urges consumers to opt for the correct roof waterproofing technique for a lasting impact Dr. Fixit, from the house of Pidilite, today unveiled its new TV campaign featuring legendary actor Amitabh Bachchan. The TVC urges consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair Dr. Fixit commercials are known and loved by the audience for their lightness and sense of humour. The new campaign stays true to this approach with Mr. Bachchan bringing his own trademark style and wit to it. The latest TVC addresses to dispel the myth that paint solutions can be used for waterproofing as well. Most people believe that painting the roof or patch repair can solve the problem of leakage and cracks. The new TVC aim to alter this belief. It emphasizes thatcosmetic solutions or patch repair is not enough to fix the cracks that form and cause leakage. Since the roof is the most highly exposed surface of a structure one must ensure that the right products are being used in the right manner. The TVC draws attention towards Dr. Fixit Roofseal's elastomeric nanofiber technology that offers long-lasting protection for roof from heat, rain and ultimately leakage. At the end, the TVC urges the consumer to reach out to Dr. Fixit via SMS <ROOF> 57575 for more details on the product. Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building and growing the category with innovative new products. People often make the mistake of choosing the wrong waterproofing methods and resort to temporary solutions. They don’t realise that longevity of a structure depends to a great extent on the waterproofing of the roof. They fail to understand the consequences of opting for incorrect techniques only to regret it later. This campaign featuring a humorous interplay between Mr. Bachchan and Mr. Popat Lal aims to nudge people in the right direction and seek proper roof waterproofing solutions from Dr.Fixit.” Commenting on the campaign, Talha Bin Mohsin, Executive Creative director, Ogilvy & Mather- says, “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh. Bachchan is a humorous analogy of Dr Fixit and its expertise in quintessential Pidilite humour. The simplicity of communication to tell rather complex and technical benefits through Mr Bachchan has always been a hallmark of our work on this brand."