The icon of the icons Amitabh Bachchan will now endorse water proofing solutions.
The mega star was announced as the brand ambassador for Dr. Fixit range of waterproofing products and solutions.
Mr. Bachchan will spearhead the company's flagship campaign and will act as its face across engagement platforms.
The campaign featuring Mr. Bachchan was rolled out on India's 70th Independence Day with a multimedia campaign on digital, TV, retail activations, radio and outdoor.
The opening TVC features Mr. Bachchan playing himself and portraying a romantic, restless man living in a home that hasn't been waterproofed and has 3 beautiful women as neighbours. The TVC begins with Mr. Bachchan delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartment's leaks into his home. Then the TVC reveals a composed Mr. Bachchan wrapped up in a shawl who had been daydreaming about this fantasy.
In reality, his wife had made sure that the house was waterproofed at the construction stage itself. Thus, Mr. Bachchan's feelings for his beautiful neighbors remain in his heart due to water-proofing.
Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Who other than Mr. Bachchan to deliver the message of water proofing convincingly, as he is not only loved and admired by all but also considered a person of immense credibility. ”