Pidilite’s Roff Launches Humorous Campaign to Showcase ‘Magar Ki Jakad’

Pidilite Industries has launched a new humorous ad campaign for its tile and stone adhesive brand, Roff. The campaign highlights the crucial role of using reliable and high-quality adhesives in homes to withstand everyday shocks, breakages, and ensure the long-lasting durability of interiors.

In the campaign, Roff emphasizes the importance of choosing trusted adhesives like Roff Tile and Stone Adhesives over traditional cement, which can be prone to damage. The TVC humorously illustrates how Roff's products provide homeowners with peace of mind, ensuring that their tiles remain secure even under impact.

Mr. Salil Dalal, Chief Business Officer of Construction Chemicals at Pidilite, commented, "We wanted to creatively convey the significance of using trusted and specialized products like Roff Tile and Stone Adhesives for stress-free living. This campaign conveys that Roff ensures durability and reliability in every home."

The ad, directed by Prasoon Pandey of Corcoise Films and conceptualised by Ogilvy, adds to Roff’s longstanding tradition of using humour to communicate its message. The campaign is now live across television, digital, OTT, and cinema platforms.