Summary
You know how we always joke about Fevicol’s “unbreakable” bond? Well, they’re using the same humor in an ad campaign for Roff, their tile and stone adhesive brand. It’s like they’re saying, “Our Roff adhesive is so good, not even an earthquake could shake those tiles loose!” The whole idea is to show the importance of quality and reliability in construction, kind of like choosing a sturdy, reliable ship that won’t sink halfway through your journey. They’re basically challenging the traditional use of cement for tile-fixing, and I must say, it’s quite persuasive!
Key Points
- Pidilite Industries Ltd., the makers of Fevicol, launched a new campaign for Roff, its tile and stone adhesive brand.
- The campaign highlights the importance of using high-quality, reliable tile adhesives to withstand unexpected shocks and breakages, and ensure long-term durability.
- The campaign used humour to convey the message and emphasize that using Roff Tile Adhesives ensures peace of mind for homeowners.
- Ogilvy’s chief advisor Piyush Pandey expressed confidence that the campaign will persuade viewers to change the way tiles are fixed.
- The campaign is being broadcast across various platforms including television, digital, OTT, and cinema.
Background
Pidilite Industries is a leading Indian company that provides adhesive and sealant solutions. Its product range includes art materials, construction chemicals, and other industrial chemicals. Roff is one of its popular products, a tile and stone adhesive brand known for its innovative and easy-to-use solutions. The company is known for its creative humorous advertising campaigns that effectively convey the product’s strength and reliability.
Future Implications
This campaign could potentially increase the market share of Roff Tile and Stone Adhesives by persuading homeowners to switch from traditional cement to Roff for tile fixing. As the campaign is being broadcast across various platforms, it could reach a wider audience and significantly boost sales. The humorous element in the campaign could also enhance brand recall and loyalty.
