Mumbai: Dr. Fixit, a waterproofing solutions brand from Pidilite Industries Ltd., has launched an exciting new ad campaign featuring the legendary Bollywood actor Amitabh Bachchan. The campaign introduces a catchy jingle, “Water Proofing Ka Baap,” sung by Mr. Bachchan himself. In his signature style, the ad humorously showcases the benefits of Dr. Fixit’s advanced waterproofing solutions, ensuring homes stay dry and protected regardless of the downpour outside.
Bharat Puri, Managing Director of Pidilite Industries Ltd., shared his excitement about the campaign: “We aimed to bring a fresh and engaging approach to educating homeowners about the importance of waterproofing. Mr. Bachchan’s powerful presence—both as a narrator and as a character—combined with the humor-infused storytelling, makes the message both entertaining and memorable. Dr. Fixit has been the trusted expert in waterproofing for years, and this campaign reaffirms our commitment to keeping homes safe, leak-proof, and worry-free.”
In the ad, Amitabh Bachchan plays the role of a husband, lending his signature charm and humor to the storyline. The catchy lines—”Paani hai baahar, sookha hai andar, Dono ko never mix it – Waterproofing ka sach mein, Baap hai Dr. Fixit.”—highlight the brand’s expertise in keeping homes leak-free, ensuring that water never enters your home, no matter how heavy the rain is.
Piyush Pandey, Chief Advisor at Ogilvy India, reflected on the collaboration: “The partnership with Pidilite, Ogilvy and Prasoon Pandey (Corcoise Films) are legendary. To celebrate the 25 years of Dr. Fixit, this time Prasoon wrote the lyrics apart from directing the film. Mr. Bachchan, in his typical style of humour and singing, has added magic to this film. His spontaneity and humour make this commercial watchable repeatedly. Not much logic can be written on this, just enjoy the magic.”
As Dr. Fixit celebrates its 25th anniversary, the new TVC plays a key role in its broader marketing strategy, reaching audiences across television, digital, OTT platforms, and other channels. The campaign reaffirms Dr. Fixit’s position as the ultimate waterproofing expert, delivering solutions that keep homes safe, dry, and protected year-round.
