Dr Fixit has rolled out a campaign 'Waterproofing Ka Baap,' featuring actor Amitabh Bachchan.

Conceptualised by Ogilvy, the campaign comprises a film. The ad showcases Bachchan in a playful avatar where he is going around the house singing, amidst a downpour, while highlighting the use-cases of the brand.

What we think about it:  The ad showcases Bachchan in a quirky and humorous role and effectively delivers the brand message. However, it lacks a strong creative element and any clear call to action. The only highlight of the ad is the catchy jingle.

Bharat Puri, managing director, Pidilite Industries, said, “We aimed to bring a fresh and engaging approach to educate homeowners about the importance of waterproofing. Mr Bachchan’s powerful presence—both as a narrator and as a character—combined with the humour-infused storytelling, makes the message both entertaining and memorable. Dr Fixit has been the trusted expert in waterproofing for years, and this campaign reaffirms our commitment to keeping homes safe, leak-proof, and worry-free.”

Piyush Pandey, chief advisor, Ogilvy India, said, "The partnership with Pidilite, Ogilvy and Prasoon Pandey (Corcoise Films) is legendary. To celebrate the 25 years of Dr. Fixit, this time Prasoon wrote the lyrics apart from directing the film. Mr Bachchan, in his typical style of humour and singing, has added magic to this film. His spontaneity and humour make this commercial watchable repeatedly. Not much logic can be written on this, just enjoy the magic."