MUMBAI:
Dr. Fixit, from the house of Pidilite, today unveiled a new initiative featuring legendary actor Amitabh Bachchan. The new campaign is aimed at educating consumers about the importance of thorough waterproofing in the construction of a new house. Parallel to this, the brand is undertaking various outreach programs that shall enable the dealers to offer the right solutions to the customer for their waterproofing issues.
The latest Dr. Fixit campaign addresses the misunderstood beliefs that often makes people to use only Dr. Fixit LW+ leading to incomplete water-proofing of their new homes. It underlines the importance of using Dr. Fixit LW+ as well as URP for the most effective waterproofing solution.
Nilesh Mazumdar, CEO, Construction Chemical Retail, Pidilite Industries said, “Dr. Fixit offers a range of waterproofing products which address all the critical areas of waterproofing. With this new TVC, we intend to sensitize consumers about the correct waterproofing technique, of using Dr. Fixit LW+ as well as URP for complete waterproofing of a home. The initiative encourages consumers to adopt a preventive approach to waterproofing while constructing a new house. Humour works best in changing people’s attitude and even better with Mr. Bachchan. Additionally we have undertaken various initiatives like ‘DOST Campaign’, ‘Dukaandar se Salaahkar’ movement and ‘Atmanirbhar Contractor’ to enable the dealers and contractors to offer the best waterproofing solution for combating the future and existing
waterproofing issues”
Some of the initiatives launched to support the campaign are:
Dukandaar se Salaahkar movement for the dealers – With this campaign Dr. Fixit aims to make every dealer (Dukandaar) into a Waterproofing consultant (Salaahkaar), to provide solutions that could overcome the barriers of lack of time and technical education amongst dealers. As a solution, the brand has generated a unique QR code for every dealer in the country. These QR codes are linked to easy-to-understand waterproofing information, which is delivered via WhatsApp.
The dealer just needs to guide the visiting consumers and contractors to scan the QR code from their mobile, which shall lead them to a WhatsApp chat window that will open with a default message typed in the response box. As the mobile owner hits the send button, he/she would receive a message with waterproofing solutions to all commonly known waterproofing problems for new construction as well as repair situations. The information will be provided in 11 Indian languages for the users’ benefit. Additionally, for unique problems, the message shall guide the consumers to call Dr. Fixit Advice Centre at 1800 209 5504
Atmanirbhar Contractor – This initiative will help the contractors to have easy access to all the necessary documents required for suggesting a suitable waterproofing solution. To enable them, Dr. Fixit has launched Dr. Fixit Chatbot – a simple, menu-based WhatsApp chatbot which allows them to access technical documents, product application videos, find nearby dealers, learn the right COVID-safety methods, and play a knowledge-based quiz to upgrade their knowledge. The chatbot provides all the information in 11 languages and can be activated by saving the easy-to-remember number 75 03 03 03 03 and sending a ‘Hi’ to it.
