Dr. Fixit Reinforces Consumer Awareness on Waterproofing with a Fun, Memorable Initiative
MFNews
Strengthening its role as ‘Waterproofing Ka Expert
Chandigarh: Waterproofing is a critical yet often overlooked aspect of home construction, leading to long-term damage, leakages, and costly repairs. Many homeowners focus on visible aesthetics but miss out on ensuring their homes are structurally protected from water seepage, which can weaken foundations and cause persistent dampness. Dr. Fixit, the leading waterproofing solutions brand from Pidilite Industries Ltd., is taking a proactive step to spread consumer awareness about the importance of waterproofing right from the construction phase to remedying existing damage.
As part of this initiative, Dr. Fixit has launched a mass-awareness campaign featuring the legendary Bollywood icon, Amitabh Bachchan, in his signature style. The campaign leverages entertainment to educate homeowners in an engaging manner, featuring a memorable TVC and relatable storytelling to highlight the need for advanced waterproofing solutions. While the ad captures attention with its humour and musical appeal, the underlying message remains crucial—waterproofing is not an afterthought but a necessity to protect homes from long-term structural issues.
Salil Dalal, Chief Business Officer, Construction Chemical, Pidilite Industries Ltd., said, “Waterproofing is an essential yet often overlooked aspect of homebuilding. With this initiative, our goal is to ensure homeowners recognise its importance at the right stage—whether during construction or as a solution to existing challenges. By leveraging the vast following and influence of Mr. Bachchan, we are bringing this crucial subject to the forefront in an engaging and relatable manner. As the ‘Waterproofing Ka Expert,’ Dr. Fixit remains committed to empowering homeowners with the right knowledge and solutions to safeguard their homes for years to come.”
The initiative reinforces Dr. Fixit’s leadership and deep-rooted commitment to consumer education. With 25 years of expertise, the brand offers a range of solutions designed to prevent leakage, strengthen structures, and enhance home durability. Whether it is a new construction project or fixing existing waterproofing issues, Dr. Fixit ensures homes stay dry, safe, and resilient for generations to come.
