Dr. Fixit goes outdoor with waterproofing solutions

Pidilite Industries has often taken the OOH route with great success. The company has now launched an OOH campaign to promote its brand Dr. Fixit with the Bollywood icon Amitabh Bachchan’s words ringing loud from the creatives: “Bina Waterproofing, Ghar Leaking”.

The OOH campaign, spanning two weeks, has been planned and executed by leading specialist agency MOMS Outdoor Media Solutions covering cities like Mumbai, Pune, Nagpur and Surat. The campaign has also a call to action, urging consumers to call or send an SMS to the brand to get the waterproofing solutions.

MOMS has deployed the campaign in the target cities at key nodal junctions to gain maximum visibility for the brand. To augment the brand presence, the billboards have been used in an innovative manner, whereby the creative has been used across two billboards, one above the other, wherein the upper part features a leaking roof that is not water-proofed and the lower part features an image of brand ambassador Amitabh Bachchan holding an umbrella cut out that is accentuated with blue LED lighting. The effect of rain drops has been created with white LED lighting.

Commenting on the campaign, Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, said, “Dr. Fixit is one of those brands which has always believed in doing things differently. The objective of the campaign was to generate buzz for the brand along with the announcement of Mr. Amitabh Bachchan on board as face of the brand. When you have such a strong personality associated with the brand, one actually gets into thinking mode as to what can be done differently.”

Yagnik explained that “along with the traditional outdoor plan, we have come up with larger than life yellow umbrellas to be put up on hoardings which Mr Bachchan is holding and this has been done in actual rainy season in places like Mumbai and rest of Maharashtra where rains are anyways at more than normal level. The rain drops have been depicted with white LED lights on billboards which actually give the effects of rain falling on the umbrella during night time when actual rain drops are not so visible. Dr. Fixit is one brand which is always open to new ideas and innovation and this makes us strive for more and more exciting work to be carried out on OOH.”