Dr. Fixit, the construction and waterproofing brand from the house of Pidilite Industries Ltd., has rolled out an innovative branding initiative to encourage consumers to protect their homes from water damage. Under this initiative, a complete metro rake has been wrapped up in Dr. Fixit's branding paraphernalia and christened as the'Freedom Express' to portray the brand as a one-stop solution to achieve freedom from leakages.

The'Freedom Express' will ply along the Versova-Ghatkopar route in Mumbai until September 7, 2015. Speaking on the campaign, Vivek Sharma, CMO, Pidilite Industries Ltd., said, "This brand campaign is aimed at positioning Dr. Fixit as the waterproofing expert that helps people achieve freedom from leakages - a modern solution to tackle the age old problem faced by house-owners. The campaign has been timed contextually right as monsoons have affected consumers across the city of Mumbai. The metro rake branding provides an ideal medium with a daily reach of more than 7,00,000 captive audience while maximizing brand recall.”
 
With messages like'No More Damp Walls','No Cracks, No Leakage' and'No More Damp Ceilings',  the metro wrap, apart from adding to the brand recall value also ensures that the maximum number of commuters experience the message.

Dipankar Sanyal, COO, Madison Outdoor Media Solutions said,'Our bond with Pidilite has been one of the most creatively and innovatively satisfying. Every campaign that we have done has an element of think different in it. Dr. Fixit campaign strikes a similar chord. Media selection is mass transit and contextual, keeping the seasonality in mind.'