ROFF, the tile and stone fixing solutions brand from Pidilite Industries Ltd., has unveiled a quirky new television campaign highlighting the importance of choosing the right tile installation system for long-lasting performance. Conceptualised by Ogilvy and created by Corcoise Films, the humour-led campaign is set in a prison, where an inmate struggles with tiles that repeatedly loosen and fall apart, highlighting the consequences of poor installation quality.
Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries Ltd., said the campaign aims to build awareness around specialised tile and stone installation solutions, particularly as category penetration remains at around 20–25%. He emphasised that while the right tile enhances a space’s aesthetics, the right installation solution ensures lasting performance. Mr. Prasoon Pandey, Co-founder & Director, Corcoise Films, and Anurag Agnihotri, CCO, West, Ogilvy, highlighted the creative use of humour and the prison narrative to demonstrate the contrast between traditional fixing solutions and ROFF’s superior bonding.
Rolling out across television, digital and social media platforms, the integrated campaign targets homeowners, contractors, architects and masons, encouraging them to consider the complete installation system alongside their choice of tiles. Through the campaign, ROFF aims to strengthen awareness of quality tile adhesives and application systems while reinforcing its positioning as a trusted solution for durable tile and stone installations. Pidilite Industries Limited’s portfolio includes leading brands such as Fevicol, M-Seal, Fevikwik, Fevistik, Roff, Dr. Fixit, Araldite and Fevicryl.