Dr. Fixit Roofseal: Waterproof paint is not real waterproofing

Nirav Parekh, Meghana Ramanan

Dr. Fixit, a waterproofing product brand, increased sales and customer sentiment by reminding customers of the importance of waterproofing as well as painting their homes.

Campaign details

Brand: Dr. Fixit Brand owner: Pidilite Industries Entrant company: PidliteIdea creation: Ogilvy Mumbai Market: India Sector: Home improvement Media channels: Events & experiential, Websites & microsites, Point-of-purchase, In-store Budget: Over 20 million

Executive summary

Because of years of hyperbole in the communication of water-resistant paints and the launch of waterproofing products, decorative paint brands had cemented a belief that painting was now the same as waterproofing. This posed a significant challenge to Dr. Fixit, the leading waterproofing brand in India for the...

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