Dr. Fixit Launches New Initiative About Waterproofing
Dr. Fixit, from the house of Pidilite has unveiled a new initiative featuring legendary actor Amitabh Bachchan. The new campaign is aimed at educating consumers about the importance of thorough waterproofing in the construction of a new house. Parallel to this, the brand is undertaking various outreach programs that shall enable the dealers to offer the right solutions to the customer for their waterproofing issues.
The latest Dr. Fixit campaign addresses the misunderstood beliefs that often makes people to use only Dr. Fixit LW+ leading to incomplete water-proofing of their new homes. It underlines the importance of using Dr. Fixit LW+ as well as URP for the most effective waterproofing solution.
Nilesh Mazumdar, CEO, Construction Chemical Retail, Pidilite Industries said, “Dr. Fixit offers a range of waterproofing products which address all the critical areas of waterproofing. With this new TVC, we intend to sensitize consumers about the correct waterproofing technique, of using Dr. Fixit LW+ as well as URP for complete waterproofing of a home. The initiative encourages consumers to adopt a preventive approach to waterproofing while constructing a new house. Humour works best in changing people’s attitude and even better with Bachchan. Additionally we have undertaken various initiatives like ‘DOST Campaign’, ‘Dukaandar se Salaahkar’ movement and ‘Atmanirbhar Contractor’ to enable the dealers and contractors to offer the best waterproofing solution for combating the future and existing waterproofing issues”