ITV

Tag: Dr. Fixit

  • KBC’s season 17 draws in marquee sponsors, Sony LIV ramps up play-along push

    KBC’s season 17 draws in marquee sponsors, Sony LIV ramps up play-along push

    MUMBAI: Kaun Banega Crorepati (KBC) is back for its 17th season, and the big brands are queueing up once again. Sony Entertainment Television and Sony LIV have rolled out the latest edition of India’s most iconic quiz show, hosted as ever by Amitabh Bachchan, with a line-up of sponsors as weighty as the prize money.

    Maruti has signed on as lead automobile partner, sweetening the stakes by giving away new cars to every Crorepati on the hot seat and to the overall Play Along winner. Hindustan Petroleum Corp Ltd (HPCL) has returned to underline its mass-market connect, while UltraTech Cement and Pidilite’s Dr Fixit have doubled down on their aspirational pitches to smaller cities and family households.

    All told, 15 brands from categories spanning automobiles, cement, home-building products, condiments, clothing, payment gateways and mouth fresheners have joined forces with the show this season. Their faith underscores KBC’s ability to deliver reach, recall and resonance across India.

    Sony LIV is once again pushing its “second-screen” play, with the return of KBC Play Along and the hugely popular Har Din Lakhpati feature. The format, which lets viewers answer questions live via the app, has turned KBC from a television property into a nationwide interactive event since debuting in 2018.

    Sony LIV, head of ad sales revenue Ranjana Mangla said KBC “has stood as a bedrock of consistency for advertisers—delivering unmatched reach, deep engagement, and a cultural resonance that few formats can claim.”

    HPCL’s CH srinivas hailed the programme’s “spirit of knowledge and the power of questions,” while UltraTech’s Ajay Dang called the Sony Liv tie-up “a once-in-a-lifetime opportunity” to cement aspirational journeys in tier 2 and 3 towns. Swati Jha of Pidilite added that both KBC and Dr Fixit “have been trusted companions in people’s lives” for more than two decades.

    With Sony LIV reporting over 100m app downloads and pushing an expanding roster of sports rights, films and originals, KBC remains its most bankable franchise—blending nostalgia, mass appeal and advertiser trust in equal measure.

  • Dr. Fixit walks the talk with Warkaris at Pandharpur Wari

    Dr. Fixit walks the talk with Warkaris at Pandharpur Wari

    MUMBAI : Dr. Fixit, the waterproofing solutions brand from Pidilite Industries, brought its credo of “Geela hai bahar, sukha hai andar” to life during Maharashtra’s revered Pandharpur Wari. In a gesture that blended brand purpose with cultural resonance, the company introduced custom-built walking roofs and mobile shelters to shield thousands of Warkaris from the monsoon downpour along their spiritual trek.

    The mobile roofs, each measuring 8×10 feet, moved with the devotees, while rest shelters dotted the route, offering dry, safe havens for weary pilgrims.

    Pidilite Industries Ltd. CMO Sandeep Tanwani shared, “At Pidilite, we believe our brands must connect with people, moments, and emotions in a meaningful way. Our initiative during the Pandharpur Wari reflects that belief. By walking with the Warkaris and providing shelters, we’ve aimed to support their journey in an unobtrusive yet meaningful manner, deepening our relationship with the community.”

    With over 25 years of waterproofing expertise and more than 1,000 crore sq. ft of protected structures, Dr. Fixit has extended its promise beyond homes — to the very people who make Maharashtra’s cultural heartbeat.

  • Fix it like Pushpa as Dr. Fixit breaks through with a screen seepage stunt

    Fix it like Pushpa as Dr. Fixit breaks through with a screen seepage stunt

    MUMBAI: Just when you thought the drama in Pushpa 2 couldn’t get any more intense, a mysterious damp patch crept across the screen and no, it wasn’t part of the plot. It was Dr. Fixit, Pidilite’s waterproofing ace, gatecrashing the action with a bold ‘Pause & Play’ move that had viewers doing a double take.

    During the World TV Premiere of Pushpa 2 on JioStar’s South network channels including Star Maa, Star Vijay, Colors Kannada and Asianet audiences were momentarily “interrupted” by an on-screen seepage effect. Right as viewers braced for a twist in the film, the screen bled dampness… only to seamlessly transition into a Dr. Fixit ad reminding us all that when seepage strikes, only one fixer gets the job done.

    The creative disruption wasn’t just a gimmick, it was a scene-stealing stunt timed to perfection. The idea: hijack the height of audience attention and turn a blink-and-you’ll-miss-it moment into a brand memory that sticks. And let’s be honest nothing says “waterproofing” like messing with your beloved Pushpa mid-punch.

    Speaking about the campaign, Pidilite Industries chief marketing officer Sandeep Tanwani said, “The Pause & Play integration during the World TV Premiere of Pushpa 2 on JioStarnetwork is a bold step in contextual storytelling. By simulating seepage on screen before transitioning to our Dr. Fixit advertisement, we delivered our brand messaging with high impact, at a time when viewer engagement was at its peak.”

    JioStar head of revenue for entertainment & international Ajit Varghese said, “Pushpa 2’s premiere presented a unique cultural flashpoint—and with it, a chance to reframe the rules of brand storytelling on linear TV. The ‘Pause & Play’ innovation wasn’t just a creative breakthrough; it was a strategic intervention designed to convert passive viewership into active brand engagement. At JioStar, our focus is on building media moments that deliver outsized impact for brands by integrating them meaningfully into high-attention cultural events. This campaign with Dr. Fixit is a blueprint for how entertainment and advertising can converge to drive recall, relevance, and results at scale.”

    In a world where linear TV is often dismissed as static, this activation proved otherwise. It reimagined the medium as a reactive, real-time storytelling canvas and proved that even an old-school screen can deliver next-gen engagement.

    With Pushpa already being a cultural juggernaut, Dr. Fixit cleverly hitched a ride and made its mark without needing to shout. Who knew waterproofing could steal the spotlight during one of India’s most anticipated premieres?

  • Dr. Fixit’s new ad with Amitabh Bachchan seals the deal on waterproofing

    Dr. Fixit’s new ad with Amitabh Bachchan seals the deal on waterproofing

    MUMBAI: Dr. Fixit has turned up the entertainment quotient with its latest campaign, featuring none other than movie legend Amitabh Bachchan, proving once again why it’s Waterproofing Ka Baap. In a quirky and engaging TVC, Bachchan not only lends his voice to the jingle but also brings his signature wit to highlight the importance of advanced waterproofing solutions keeping homes dry, no matter how torrential the downpour.

    Celebrating 25 years of Dr. Fixit, the campaign, conceptualised by Ogilvy and directed by Prasoon Pandey, blends humour with an unforgettable tune. With lines like Paani hai baahar, sookha hai andar, Dono ko never mix it, the ad cleverly reinforces the brand’s expertise in keeping homes leak-free.

    Pidilite Industries Ltd MD Bharat Puri expressed enthusiasm for the campaign’s fresh approach. “Mr. Bachchan’s presence, combined with a humour-infused narrative, makes this campaign both engaging and informative. Dr. Fixit has been a trusted waterproofing expert for years, and this campaign solidifies our commitment to keeping homes safe and worry-free.”

    The TVC is part of a larger multimedia push, spanning television, digital, and OTT platforms, ensuring that Dr. Fixit’s legacy of protection reaches every homeowner. With Amitabh Bachchan at the helm and a jingle that sticks, this campaign makes one thing clear, when it comes to waterproofing, Dr. Fixit reigns supreme.
     

  • Dr Fixit’s new ad humorously explains technicality of waterproofing

    Dr Fixit’s new ad humorously explains technicality of waterproofing

    Mumbai : Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan urging 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.

    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 solutionsor 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 nano-fiber 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.

    Pidilite Industries CMO Vivek Sharma 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 andseek proper roof waterproofing solutions from Dr.Fixit.”

    O&M ECD Talha Bin Mohsin said, “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."

    The TVC opens where Popat Lal Ji is shown with a neck injury talking to a consultant, advising him to use paint for waterproofing. Here, Bachchan who is shown as `himself shooting on the adjoining roof, overhears them and asks Popat about his injury. Popat responds to him by saying the doctor has prescribed an operation. Bachchan then asks his stylist to hide the neck brace Popat is wearing with paint so as to heal his injury with rang rogan instead of an operation.

    Upon hearing Bachchan’s suggestion, Popat starts laughing and asks how an injured neck can be fixed with rang rogan? Bachchan then explains that just like a neck can't be fixed without an operation, even leakage or cracks on the roof cannot fixed without proper waterproofing. Waterproofing is a very technical job. He further explains, the roof expands and contracts due to heat which results in cracks and acts as a source of leakages. Thus painting is not the solution to prevent leakage or cracks. Mr. Bachchan further explains the unique feature of Dr. Fixit Roofseal, whose nanofiber technology safeguards the house from heat and leakage and urges the audience to opt for the same. A roof coated in Dr. Fixit Roofseal stays 10 degrees celsius cooler than an uncoated roof. It is a far more superior solution to paint, due to its elastomeric nature that allows the coating to expand and contract along with the structure, which minimises crack formation.

    Dr. Fixit commercials have always been loved by the audiences for their lightness and sense of humour. The new campaign stays true to this approach with Bachchan bringing his own trademark style and wit to it.

  • Dr. Fixit urges people ‘Don’t be an Octopus’

    Dr. Fixit urges people ‘Don’t be an Octopus’

    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.”

  • Dr.Fixit shows how to prevent a leaky house

    Dr.Fixit shows how to prevent a leaky house

    MUMBAI: Most people believe that waterproofing their roof is enough for a leak free home. Dr.Fixit, from the house of Pidilite, has launched a new TVC campaign featuring legendary actor Amitabh Bachchan. The TVC aims to create awareness among home owners about the need for five-point waterproofing.

    Dr. Fixit commercials are known and loved by audience for their lightness and sense of humour. The new campaign stays true to this approach with Amitabh Bachchan bringing his own trademark style and wit to it.

    The TVC opens with the owner of an under construction house showing Bachchan around with great pride, when their tour is very rudely interrupted by the appearance of a strange character spouting water everywhere from his mouth, arms, torso, etc. The owner wonders and questions about him to which, Bachchan introduces the character ‘Leakage Bhaisaab’ to the bewildered owner who is getting his house waterproofed. At this point Bachchan explains how water can seep in through not just the roof but also the bathroom, water tank, foundation and even the outer walls. Those who don’t get their house five-point waterproofed with Dr. Fixit products, are setting themselves up for a never-ending battle with leakage, warns Bachchan in conclusion.

    Pidilite Industries chief marketing officer Vivek Sharma says, “The fivr point TVC further expands the awareness amongst consumers about the criticality to do their home waterproofing in the right way, that is through Dr. Fixit 5 point waterproofing.”

    Ogilvy & Mather executive chairman and creative director of South Asia Piyush Pandey adds, “When I look at the commercial, I think of all the problems that one has faced during our lives when water seepage troubles you in the most surprising fashion. I am sure that this interesting TVC will enable a lot of people to plan their homes in a better fashion of waterproofing them.”

  • Amitabh Bachchan announced as the brand ambassador for Dr. Fixit

    Amitabh Bachchan announced as the brand ambassador for Dr. Fixit

    MUMBAI:  Pidilite 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 water-proofing, Dr.Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.

    Dr. Fixit commercials are known and loved by audiences for their light sense of humor. The new campaign stays true to this approach, with  Bachchan bringing his own trademark style and wit to the TVC.

    The opening TVC features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has 3 beautiful women as neighbors.  The TVC begins with Mr. Bachchan delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartments leaks into his home. Then the TVC reveals a composed Mr. Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage itself. Thus, Mr. Bachchan’s feelings for his beautiful neighbors remain in his heart due to water-proofing by Dr. Fixit. 

    Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing 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. ”

    Commenting on the campaign, Mr. Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- says, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical.  This campaign takes this insight and says it in a very entertaining fashion.  Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema.  It’s a perfect jodi.  Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.””

     

  • Amitabh Bachchan announced as the brand ambassador for Dr. Fixit

    Amitabh Bachchan announced as the brand ambassador for Dr. Fixit

    MUMBAI:  Pidilite 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 water-proofing, Dr.Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.

    Dr. Fixit commercials are known and loved by audiences for their light sense of humor. The new campaign stays true to this approach, with  Bachchan bringing his own trademark style and wit to the TVC.

    The opening TVC features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has 3 beautiful women as neighbors.  The TVC begins with Mr. Bachchan delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartments leaks into his home. Then the TVC reveals a composed Mr. Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage itself. Thus, Mr. Bachchan’s feelings for his beautiful neighbors remain in his heart due to water-proofing by Dr. Fixit. 

    Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing 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. ”

    Commenting on the campaign, Mr. Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- says, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical.  This campaign takes this insight and says it in a very entertaining fashion.  Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema.  It’s a perfect jodi.  Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.””