Dr. Fixit, the leading waterproofing solutions brand from Pidilite Industries Ltd., has launched an exciting new ad campaign featuring the legendary Bollywood actor Amitabh Bachchan. This campaign centres around a catchy and relatable jingle, "Water Proofing Ka Baap," sung by Mr. Bachchan himself. Using his iconic voice and signature style, the ad humorously highlights the benefits of Dr. Fixit’s advanced waterproofing solutions, ensuring homes stay dry and protected even in the heaviest rain.
Bharat Puri, Managing Director of Pidilite Industries Ltd., shared his enthusiasm: “We aimed to bring a fresh and engaging approach to educate homeowners about the importance of waterproofing. Mr. Bachchan’s powerful presence—both as a narrator and as a character—combined with the humour-infused storytelling, makes the message both entertaining and memorable. Dr. Fixit has been the trusted expert in waterproofing for years, and this campaign reaffirms our commitment to keeping homes safe, leak-proof, and worry-free.”
In the ad, Mr. Bachchan plays the role of a husband, adding his signature style to the humour and making the commercial even more relatable and entertaining. The memorable lines—"Paani hai baahar, sookha hai andar, Dono ko never mix it - Waterproofing ka sach mein, Baap hai Dr. Fixit"—reinforce the brand’s expertise in ensuring homes remain leak-free.
Piyush Pandey, Chief Advisor at Ogilvy India, explained, "The partnership with Pidilite, Ogilvy and Prasoon Pandey (Corcoise Films) are legendary. To celebrate the 25 years of Dr. Fixit, this time Prasoon wrote the lyrics apart from directing the film. Mr. Bachchan, in his typical style of humour and singing, has added magic to this film. His spontaneity and humour make this commercial watchable repeatedly. Not much logic can be written on this, just enjoy the magic."
As Dr. Fixit celebrates its 25th anniversary, the new TVC plays an integral role in its broader marketing strategy, which includes a comprehensive communication plan across television, digital, OTT platforms, and various other channels. The campaign aims to reinforce Dr. Fixit's position as the ultimate waterproofing expert.
