Direct Response- Ambient
Client Pidilite Industries
Brand Pidilite Dr. Fixit
Agency Madison
Pidilite’s Dr. FIXIT is a home waterproofing solution and its communication becomes most relevant pre-monsoon, as the brand urges people to armour up their houses and buildings with Dr. Fixit. This time, the brand wanted to highlight the importance of exterior waterproof coating. Our TG – SEC A, B, C | Male/Female | Age group: 21 – 45 years | Mumbai
Cultural Context Autos are popular travel-mode for the Mumbai citizens. During rains, most auto-drivers put up waterproof flaps on either side of the passenger seat to stop rainwater from drizzling in. Thus the relevant messaging on the auto-exteriors as well as the side-flaps became a new medium for communicating the brand promise and also ensured that it was relevant in terms of the context and the environment.
Results The Paani Roke campaign ran successfully for a month while plying around 20,000 passengers within the city suburbs in these waterproof auto-rickshaws. The brand received considerable number of SMS queries for call-ins during the campaign period. It was implemented across 6 high-rainfall locations in Mumbai, within a 5-day turnaround time.
We translated Dr. Fixit’s effective waterproofing through the most commonly used transit media – the autos. Dr. Fixit – Pani Roke, a call-to-action campaign urged people to SMS to a short-code for waterproofing their homes. 3000 autorickshaws had Dr. Fixit branding on the exteriors & side-flaps striking a strong chord both visibly and contextually.