ROFF Highlights Tile Installation With Quirky Prison-Themed Ad
ROFF launches a humorous prison-themed campaign highlighting the importance of quality tile installation and specialised fixing solutions.
SociapaHQ
ROFF, the tile and stone fixing solutions brand of Pidilite Industries, has launched a new TV campaign focusing on the importance of selecting the right tile installation system for longevity.
Ogilvy conceived the quirky campaign which has been produced by Corcoise Films, and uses a humorous prison-set narrative to explain how installation quality matters as much as tile choice for durability.
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A Prison Story With a Tile Twist
The TV commercial is set in a prison and features an inmate who becomes increasingly frustrated with the poor quality of the tiles in his cell. The tiles fall off and fall apart time and again, creating a comic situation out of an otherwise ignored aspect of construction.
The hyperbole of this story is intended to prompt consumers and professionals to think about specialised installation solutions, beyond the tile selection.
In the campaign, the prison environment is used to demonstrate the effect of stronger and more reliable bonding, with the difference between tiles fixed with traditional solutions and those fixed with ROFF.
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Building Awareness Around Tile Installation:
“The increasing focus on design-forward and premium homes and commercial spaces has led to a greater demand for specialised solutions for tile and stone installation,” said Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries.
But with category penetration estimated at around 20-25 per cent, there is still plenty of scope to create awareness around the role of the right installation system in ensuring long-term performance, he said.
The campaign is about delivering a simple message, said Tanwani. “Tile selection determines the aesthetics of a space, but the proper installation solution guarantees it will stand the test of time.
“The campaign was to find an interesting and charming way to communicate something that could have been a simple technical detail,” said Prasoon Pandey, Co-founder & Director, Corcoise Films.
“The contrast between living with tiles fixed with traditional solutions and those installed with ROFF was leveraged by the creative team to make the consumers rethink about tile installation,” said Anurag Agnihotri, CCO, West, Ogilvy.
The campaign features a funny inmate who is struggling with weak tiles while the jailor enjoys the stronger bonding that ROFF provides.
