Mumbai: Pidilite Industries Ltd., the makers of Fevicol, unveiled a new ad campaign for Roff – it’s tile and stone adhesive brand. The campaign underscores the critical role of using reliable and high-quality tile adhesives in homes to withstand unexpected shocks, breakages and maintain the durability of interiors.

Pidilite Industries chief business officer, construction chemicals Salil Dalal said, “We wanted to creatively convey the importance of using trusted and specialised products like Roff Tile and Stone Adhesives instead of traditional cement, for long-term, stress-free living. The TVC humourously emphasizes out how Roff Tile Adhesives are designed to provide homeowners with peace of mind. Pidilite’s Roff offers a wide range of innovative and easy-to-use solutions for tile and stone fixing”

Speaking on the campaign launch, Ogilvy, chief advisor Piyush Pandey said, “Roff continues to build on its humorous style of conveying that tiles stuck with Roff do not come off even if it faces high impact which can make tiles stuck with ordinary adhesives or cement fall off. This TVC, directed by Prasoon Pandey from Corcoise Films, has an engaging and entertaining style typical of Pidilite Advertising. I am sure the viewers will enjoy this communication, be persuaded to change the way tiles are fixed.”

With this campaign, Roff once again solidifies its commitment to empowering customers with tile fixing products that provide reliability and unmatched quality, ensuring their homes remain strong and beautiful for many years to come.

The campaign is live across all the platforms including television, digital, OTT and cinema.