Dr Fixit LW+ ties knot with cement

The company plans to roll out the on-ground activation, Shaadi Ka Atoot Bandhan, in 68 other cities.

'Shaadi Ka Atoot Bandhan' is an on-ground activation that highlights the main feature of Dr Fixit LW+, which is Pidilite's advanced liquid waterproofing material for concrete, mortar and plaster. It is a cement additive that makes the concrete resistant to moisture ingress, which in turn prevents rusting of rebars.

The objective of this activation was to engage with the end users and give them the message that whenever one uses cement, Dr Fixit LW+ must be added to it. To establish this core message, the concept of Shaadi Ka Atoot Bandhan was created, wherein a person was made Dr Fixit and the other, 'Cement', and both got married to each other. The marriage was shown as an inseparable bond between cement and Dr Fixit LW+ that was designed as a core creative strategy to attain the set of objectives.

Actual invitation cards for the 'marriage' were distributed among dealers by traditionally dressed promoters who educated the TG (target group) and invited them to the event. A 'lucky dip' contest was also organised. This was followed by an actual marriage event of Dr Fixit LW+ with Cement, wherein a pundit spoke about the concept of marriage in general, interwoven with bonds between the two products. Later, a demonstration audio visual recording was projected along with LW+ commercials.

Anil Jayaraj, chief marketing officer, Pidilite Industries, says, "The brief to the agency was to create a high impact activation to establish the message that whenever, wherever you use cement, adding Dr Fixit LW+ is a must. I believe Shaadi Ka Atoot Bandhan has been critical in connecting with the consumers and driving the core message."

Commenting on the activity, Amrita Kumar, managing partner, Candid Marketing, says, "The Shaadi concept was an innovative way of communicating the product proposition and has worked very well for Dr Fixit LW+. We aim to reach over 68 cities through the year."

The activation was conceptualised and executed by brand activation agency Candid Marketing in Lucknow on July 19.

The company plans to roll out its unique on ground activation, Shaadi Ka Atoot Bandhan, in 68 other cities.