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‘Dr.Fixit launches new initiative about correct roof waterproofing for a long lasting impact

Campaign featuring legendary actor Amitabh Bachchan

Dr. Fixit, from the house of Pidilite, unveiled a new campaign featuring legendary actor Amitabh Bachchan. The new campaign urges consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair. Parallel to this, the brand is undertaking an outreach program that shall enable the contractors to offer the right solutions to the customer for roof waterproofing.

The latest campaign addresses to dispel the myth that paint solutions can be used for waterproofing as well. Most people believe that painting the roof or patch repair can solve the problem of leakage and cracks. The new campaign aim to alter this belief. It emphasizes that cosmetic solutions or patch repair is not enough to fix the cracks that form and cause leakages. Since roof is the most exposed surface of a home one must ensure that the right products are being used for roof waterproofing in the right manner.

Mr. Nilesh Mazumdar, CEO, Construction Chemical Retail, Pidilite Industries said,, “Dr Fixit offers the widest range of products for different types of waterproofing needs of consumers. Since roof is an integral surface of the house, one need to be very careful while dealing with the same. Roof leakages are grave issues and can cause serious damages if not treated properly. But people often resort to quick-fix solutions and end up making the mistake of choosing a wrong waterproofing method.  With this new campaign we intend to make people aware about the correct way of waterproofing roofs with Dr. Fixit Roofseal, and who else would be better than the legendary actor Mr. Amitabh Bachchan to impart correct waterproofing lesson. Additionally, we have also undertaken an initiative called ‘Chhat pe Charcha’ to enable the contractors to diagnose roof problems and offer apt solution for a long lasting impact.”

Initiative for contractors:

Chath pe Charcha campaign: This campaign is specifically being undertaken for Kerala and Karnataka market. Through this education program, the brand aims to educate and train contractors on right waterproofing for roof leakages and dampness, which shall eventually upgrade users from using patch repair temporary solutions to using right coating solutions. Through these meets, the brand aims to engage with 15000 contractors in Kerala and Karnataka market. The experiential training program shall highlight the salient features of Roofseal and the ease of application. The contractors will also get to experience the live application of the product, where they will be able to see its benefits. The brand also has some instant rewards instore for the contractors which they can avail though the trail coupons. Additionally the contractors will also be provided with free sampling services at their live sites.

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