With a distinctive nod to the enduring legacy of their classic Fevicol and Feviquick commercials, Pidilite Industries has unveiled a quirky new advert for their tile adhesive brand, Roff. Pidilite, a prominent name in the construction and specialty chemicals sector, has once again demonstrated its knack for infusing commercials with charm and creativity, while clearly communicating the advantages of its products.

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The TV advertisement, named 'Magar ki Jakad' or 'crocodile grip', was crafted by the globally recognised advertising powerhouse, Ogilvy. The amusing plot cleverly highlights the pitfalls of using traditional cement for tile installation, such as unsightly cracking and de-bonding. In contrast, the TV spot showcases the reliability and durability of Roff's tile adhesive solutions, making a compelling case for their use.

Sudhanshu Vats, Deputy Managing Director of Pidilite Industries, reinforces the company's determination to revolutionise the Indian tile fixing industry. Vats explained that the campaign is an attempt to educate consumers about the disadvantages of conventional tile fixing methods, encouraging informed decision-making.

The commercial has been praised by industry heavyweights like Piyush Pandey, Chairman of Global Creative and Executive Chairman of Ogilvy India, for its consumer-centric approach. The TV commercial elegantly demonstrates Roff's innovative features and sustainable credentials, underscoring Pidilite's commitment to superior quality, environmental responsibility, and consumer satisfaction.

The Roff advertisement will be disseminated across major television networks, digital platforms, and social media to maximise its visibility. The primary objective is to reach consumers searching for trustworthy tile fixing solutions, and to arm them with the knowledge to choose the best adhesive for their projects.

Pidilite’s partnership with Italian brands

In a major strategic development, Pidilite Industries is augmenting its production capabilities with the launch of cutting-edge manufacturing facilities in Amod, Gujarat. These state-of-the-art facilities, operating under Pidilite's joint ventures with Italian brands Litokol and Tenax, highlight a successful technology transfer from Italy to India. Litokol and Tenax, both based in Italy, are internationally renowned brands specialising in high-quality tile adhesives, grouting products, and stone care solutions. 

Tenax, a leading name in the stone industry, offers superior solutions for the installation and maintenance of marble and granite surfaces. Tenax products provide a seamless finish and enduring shine, enhancing the beauty and lifespan of marble and granite installations.

Complementing Tenax's offerings, Pidilite has introduced Litokol's Starlike range of quartz-based epoxy grouts under the Pidilite Litokol Pvt Ltd venture. These grouts are known for their stain-resistant, non-absorbent nature, and their suitability for both interior and exterior floors as well as wall applications, even in challenging conditions.

The newly established production facilities occupy an area of 27,000 sqft for Litokol and 21,000 sq ft for Tenax, and are fully automated, facilitating efficient and high-quality production. This technology transfer enables Pidilite to capitalise on its extensive distribution network to market and sell epoxy, urethane grout, and select epoxy adhesives for tile applications from Pidilite Litokol Pvt Ltd, as well as stone care products from Tenax Pidilite Pvt Ltd.