Roff's New Ad Campaign: A Humorous Take on Tile Adhesives

Pidilite Industries, the makers of popular brands like Fevicol, has launched a new ad campaign for its tile adhesive brand, Roff. The campaign, conceptualized and executed by Ogilvy, aims to highlight the importance of using high-quality tile adhesives to ensure the durability and longevity of homes.

The ad humorously portrays the consequences of using subpar tile adhesives, showcasing how Roff's products can withstand even the most extreme conditions. The campaign emphasizes the brand's commitment to providing reliable and innovative solutions for home improvement.

Salil Dalal, Chief Business Officer, Construction Chemicals at Pidilite Industries, said, "We wanted to creatively convey the importance of using trusted and specialized products like Roff Tile and Stone Adhesives instead of traditional cement."

Piyush Pandey, Chief Advisor at Ogilvy, added, "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."

The ad campaign is currently being aired across various platforms, including television, digital, OTT, and cinema. It aims to educate consumers about the benefits of using high-quality tile adhesives and to encourage them to choose Roff for their home improvement needs.