Dr. Fixit protects auto passengers from rain

Pidilite Industries has taken an innovative outdoor route to promote its waterproofing solution'Dr. Fixit'. The company has branded over a thousand autorickshaws in the western suburbs of Mumbai with the message'Paani Roke' to connect with its target audience in this monsoon season. The flaps on the sides of the vehicle carry the brand message and also a call to action through SMS. The campaign has been executed by MOMS.

On the campaign, Ashish Prasad, President - Sales & Marketing, Construction Chemicals Division, Pidilite Industries, said "Dr. Fixit is a market leader in waterproofing solutions and has pioneered various innovations in the category. As a leader, we are creating awareness amongst the consumers about the necessity of waterproofing their homes. The'Auto-Rickshaw' campaign is simple and focused on strengthening the brand positioning of Dr. Fixit = Waterproofing."

Dipankar Sanyal, COO, MOMS Outdoor Media Solutions, said, "As Dr. Fixit waterproofs and protects the homes from leakages. On the same lines, autorickshaw flaps protects the passengers from rain water splashing inside. Taking the cue from this, Dr. Fixit last year had decided to brand these flaps with the message of'Paani ko andar ghusne na de''. This year we have taken the idea to the next level and have done branding for 1,000 rickshaws across the western suburbs of Mumbai with the strong message of'Paani Roke' with call to action via SMS."