ROFF, the tile and stone fixing solutions brand from Pidilite Industries, has launched a new television campaign highlighting the importance of using the right tile installation system for durability.
Conceptualised by Ogilvy and produced by Corcoise Films, the television commercial is set in a prison, where an inmate struggles with tiles that repeatedly loosen and fall from the walls. The film uses the scenario to highlight the role of specialised tile installation solutions.
Commenting on the campaign, Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries Ltd., said,"As India’s homes and commercial spaces become increasingly design-forward and premium, the need for specialised tile and stone installation solutions has never been greater. Yet, with category penetration at only around 20-25%, there remains a significant opportunity to build awareness around the role of the right installation system in ensuring long-term performance. Through Roff, we are leading this category transformation with innovative, high-performance solutions backed by Pidilite’s technical expertise and trusted legacy."
Speaking about the creative thought behind the campaign, Prasoon Pandey, Co-founder & Director, Corcoise Films, said, "When making any commercial for Roff, it is always a creatively stimulating exercise to find a new, endearing and charming ways to communicate what could otherwise be a very straight forward technical detail. But then working on Roff is such a joy all of us, that it just shows in the final out-put."
Anurag Agnihotri, CCO, West, Ogilvy, said, “We figured the best way to convince people to rethink tile installation, is to showcase the stark contrast between living with tiles fixed with traditional solutions and living with tiles fixed with ROFF. So, we told the story of a prison where both realities live side by side, demonstrated through the heartfelt rant of a comical kaidi, forced to live with weak tiles while the jailor enjoys the superior bonding of ROFF.”
The campaign targets homeowners, contractors, architects and masons, encouraging them to consider installation systems alongside their choice of tiles.
The campaign will run across television, digital and social media platforms as ROFF seeks to build awareness around tile adhesives and application systems.
