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Amitabh Bachchan to be brand ambassador for Dr. Fixit

MUMBAI: Pidilite has unveiled actor Amitabh Bachchan as the ambassador for its Dr. Fixit range of waterproofing products and solutions.

Bachchan, an icon of the silver screen, will spearhead Dr. Fixit’s flagship campaign and will act as its face across engagement platforms.

The campaign featuring Bachchan is rolled out on the eve of India’s 70th Independence Day with a multimedia campaign on digital, TV, retail activations, radio and outdoor. Dr.Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.

The company said that its commercials are known and loved by audiences for their light sense of humour. The new campaign aims to stay true to this approach, with Bachchan bringing his own trademark style and wit to the TVC.

The opening TVC features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has three beautiful women as neighbours. The TVC begins with Bachchan delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbours as water from their apartments leaks into his home. Then the TVC reveals a composed Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr.Fixit at the construction stage itself. Thus, Bachchan’s feelings for his beautiful neighbours remain in his heart due to water-proofing by Dr. Fixit.

Pidilite Industries CMO Vivek Sharma said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing behavior of people through messages that are relevant, persuasive and delivered in a memorable way. Who other than Mr. Bachchan to deliver this convincingly, as he is not only loved and admired by all but also considered a person of immense credibility. ”

Ogilvy And Mather executive chairman, creative director, South Asia Piyush Pandey said, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical. This campaign takes this insight and says it in a very entertaining fashion. Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema. It’s a perfect jodi. Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.”