Roff takes humor route with ‘Naak kat gayi’ OOH campaign

Pidilite’s tile and stone adhesive brand, Roff, has rolled out a striking Out of Home campaign titled “Naak Kat Gayi,” conceptualised by Ogilvy India. 

The campaign plays on the familiar Hindi phrase often used to describe embarrassment, cleverly connecting it to the frustration of tiles breaking or coming loose. The OOH creative, which can be spotted across high-footfall areas including tile hubs and prominent outdoor sites in Mumbai such as Bandra, features a mural-style image of a man with a missing tile right where his nose should be. The line drives home the message: “Roff se tile nahi lagaya? Naak Kat Gayi.” 

Executed with a mix of wit and cultural resonance, the campaign highlights how something as seemingly simple as poor tile fixing can cause not just inconvenience, but also embarrassment. Roff positions itself as the solution—reliable tile and stone adhesives that help homeowners safeguard both their spaces and their pride. 

The campaign has been conceptualised by Ogilvy India, with Pidilite Industries as the client, and executed across outdoor locations as well as cinema halls to maximize visibility and consumer engagement. 

Through “Naak Kat Gayi,” Roff continues its tradition of using humor and sharp cultural insights to strengthen its identity as a trusted tile and stone fixing expert.