 "Ogilvy releases new campaign for Dr. Fixit")
Dr. Fixit, the brand that helps with waterproofing problems, has unveiled a new campaign that aims to reinforce waterproofing as a preventive measure during construction of a home. Ogilvy and Mather is the creative agency behind the commercial.
[caption id=“attachment_80594” align=“alignleft” width=“380”] The brand aims to establish that Dr. Fixit equals waterproofing[/caption]
Said Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, “The intent of the campaign is to build awareness of the comprehensive range of waterproofing products from Dr. Fixit and establish it as the preferred brand in this category. In last few years, the brand and the business has evolved to successfully create advanced waterproofing products with state of the art research developments. The new creative is simple and focused, it strengthens the brand positioning of “Dr. Fixit = Waterproofing.”
The film begins with a young boy drawing walls of the bedroom. His father enters the room and notices what the boy is up to, thereby getting very upset. He shouts at him for not listening to his mother when she rebuked him for defacing the walls.
Just then, a piece of the drawing falls away due to the wall being damaged by dampness and water seepage. The tables then turn, where the child reprimands his father. He tells him that that he should have listened to his friend’s advice on getting the house waterproofed by Dr. Fixit. If he had, then they wouldn’t have had to face the problems of dripping ceilings, damp walls and leaky bathrooms. The father is speechless and just nods.
Watch the film here:
Speaking about the campaign, Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather, said, “We were briefed about the refreshed intent of the division of moving away from individual brand advertising under the umbrella to having a holistic mother brand campaign created. We believed that the preventive measure is far stronger than the remedial approach. Hence, we took the approach of ‘Dr. Fixit = Waterproofing’ by showcasing a highly impactful 30 seconder with sheer simplicity of the core message of ‘Waterproof your home whilst building it.”
Credits:
Agency: Ogilvy & Mather
Creative Team: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Gururaj Rao, Shankar Kamble
Account Management Team: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar
Production House: Chrome Pictures
Director: Hemant Bhandari
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