Dr. Fixit, the leading waterproofing solutions brand from Pidilite Industries Ltd., has launched an engaging new ad campaign starring Bollywood icon Amitabh Bachchan. At the heart of the campaign is a catchy and relatable jingle, “Waterproofing Ka Baap,” sung by Bachchan himself. With his signature charisma and humor, the ad highlights Dr. Fixit’s advanced waterproofing solutions, emphasizing their ability to keep homes dry, safe, and leak-free, no matter how relentless the rain.
Bharat Puri, Managing Director of Pidilite Industries Ltd., expressed his enthusiasm: “We aimed to bring a fresh and engaging approach to educate homeowners about the importance of waterproofing. 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. 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.”
Playing the role of the husband, Bachchan adds his signature style to the humour, making the ad even more relatable and entertaining. The catchy lines—”Paani hai baahar, sookha hai andar, Dono ko never mix it – Waterproofing ka sach mein, Baap hai Fixit.”—reinforce the brand’s expertise in keeping homes leak-free.
Piyush Pandey, Chief Advisor at Ogilvy India, explains, “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. 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.”
Marking 25 years of excellence, Dr. Fixit unveils its latest TVC as a key pillar of its expansive marketing strategy. This campaign spans television, digital, OTT platforms, and multiple media channels, ensuring widespread reach and impact. With this initiative, the brand aims to reinforce its leadership as the go-to expert in waterproofing solutions, solidifying its legacy of trust and innovation.
