When it comes to interiors, the true test of quality is what lies beneath. Pidilite’s latest campaign for Roff, its tile and stone adhesive brand, drives this point home with humour and insight. Magar Ki Jakad—a creative play on the phrase ‘crocodile grip’—uses a light-hearted narrative to emphasise the importance of strong, reliable adhesives in ensuring tiles and stones stand the test of time.
“We wanted to creatively convey the importance of using trusted and specialised products like Roff Tile and Stone Adhesives instead of traditional cement, for long-term, stress-free living. The TVC humorously emphasises out how Roff Tile Adhesives are designed to provide homeowners with peace of mind. Pidilite’s Roff offers a wide range of innovative and easy-to-use solutions for tile and stone fixing,” Salil Dalal, chief business officer, Construction Chemicals, Pidilite Industries, said.
While the humour grabs attention, the campaign cleverly positions Roff as a critical player in an often-overlooked category. A misplaced focus on aesthetics can lead to cracks—both literal and figurative—but this campaign reminds consumers that a home’s strength depends on its foundation.
By extending the campaign across television, digital, OTT, and cinema, Pidilite ensures the message reaches diverse audiences, reinforcing Roff’s role not just in construction but in preserving the integrity of every build. Beyond the laughs, the brand asks an important question: Can your adhesive take the heat, spills, and shocks of daily life?
“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 which can make tiles stuck with ordinary adhesives or cement fall off. This TVC, directed by Prasoon Pandey from Corcoise Films, has an engaging and entertaining style typical of Pidilite Advertising. I am sure the viewers will enjoy this communication, be persuaded to change the way tiles are fixed,” Piyush Pandey, chief advisor, Ogilvy, said.