previous ButtonNext Button

PIDILITE

Dr Fixit - "Pani Roke"

Brief

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 objective was to use transit media effectively to communicate the message as a call-for-action.

Solution/Execution

Dr. Fixit's promise of effective waterproofing was translated through an innovative use of one of most commonly used transit media – the Autorickshaws. The pertinent branding of Dr. Fixit on the side-flaps of vehicle struck a strong chord not just in terms of visibility but also context given that the flaps are rolled out to waterproof the passengers. Dr. Fixit -  "Pani Roke" was a call-to-action campaign urging people to SMS to a short-code for getting their homes waterproofed and was implemented across 6 major high-rainfall locations in Mumbai, within a 5-day turnaround time. The campaign ran for a month and successfully grabbed eyeballs with its "Paani Roke" message.

RESULTS

The contextual messaging on the auto-exteriors as well as the side-flaps. We not only created a new medium for communicating the brand promise but we also ensured that it was relevant in terms of the context and the environment.

The campaign generated a lot of PR which resulted in increased sales and enquiries. Most importantly, the campaign created a positive impact on commuters' everyday life during the Mumbai rains.

Awards & Recognition

Click To Close

SCAM ALERT

There are some third parties who are fraudulently using Madison's name on WhatsApp, and other unofficial websites and messaging apps with job opportunities from Madison.

Any person claiming to be from Madison and asking for payment in turn for job opportunities is a fraud and should not be entertained. Please report the number right away with relevant authorities.

Stay vigilant and do not fall prey to such scams.

back to top
close