#Roff #Pidilite #NaakKatGayi #OOHCampaign #TileAdhesive #HomeImprovement #BrandStorytelling #CreativeAdvertising #IndianBrands #ConstructionSolutions
Mumbai: Pidilite Industries, India’s leading adhesives and construction solutions company, has launched a fresh, humorous Out-of-Home (OOH) campaign for its tile and stone adhesive brand Roff, titled “Naak Kat Gayi.” The quirky campaign blends cultural insight with witty creativity to highlight the importance of using reliable tile adhesives and the embarrassment homeowners may face when tiles fail.
The Concept: Humor Meets Home Pride
The phrase “Naak Kat Gayi” is a popular Hindi expression used to describe embarrassment or loss of face. Pidilite and its creative partner Ogilvy India have cleverly reimagined this phrase in the context of home maintenance.
The campaign visuals depict a mural-style image of a man with a missing tile positioned right where the nose should be, paired with the caption: “Roff se tile nahi lagaya? Naak Kat Gayi.”
The humorous play on words instantly connects with Indian audiences, where home aesthetics are deeply tied to family pride and social standing. Broken or poorly fixed tiles are not only an inconvenience but also a matter of embarrassment when guests notice them.
Brand’s Perspective
Commenting on the campaign, Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries Limited, said:
“At Pidilite, we strive to connect with our audience in a tone and language that resonates with them. Humor has always been our tonality. Roff’s new campaign is a humorous take on the importance of choosing the right tile adhesive. Usage of tiles on surfaces within homes and commercial buildings is rapidly growing. There is considerable involvement in choosing the right tiles both for aesthetics and for robustness. Through this campaign, we are reiterating that Roff continues to be the trusted tile and stone fixing expert.”
The campaign reflects Roff’s commitment to positioning itself not just as another adhesive brand but as a partner in maintaining a homeowner’s pride and reputation.
Creative Insight: Pride in Every Tile
Anurag Agnihotri, Chief Creative Officer, Ogilvy India (West), elaborated on the deeper cultural connection behind the concept:
“‘Naak Kat Gayi’ isn’t just a clever play on words, it’s a mirror to every homeowner’s deepest fear. Because in Indian homes, when your tiles fall, so does your pride. At the heart of this insight lies Roff, a tile adhesive that does more than just hold tiles in place. It holds up your reputation. With Roff, we’re not just delivering a product, we’re delivering confidence, trust, and the assurance that your tiles and your honor will always remain intact.”
The campaign underlines that for Indian households, a well-kept home is not just about functionality—it is a symbol of dignity, social pride, and personal identity. By ensuring durability and reliability, Roff promises homeowners peace of mind.
Where to Spot the Campaign
The “Naak Kat Gayi” OOH creatives are placed in high-visibility locations such as tile hubs, busy outdoor spots like Bandra in Mumbai, and even cinema halls. With striking visuals and witty copy, the campaign ensures instant recall and connects with both homeowners and professionals in the construction and interiors industry.
The decision to take this message outdoors, especially in tile-heavy markets, reinforces the point-of-purchase impact, reminding customers and contractors of the importance of using a trusted adhesive before making buying decisions.
Why Roff?
Pidilite’s Roff brand is positioned as a leader in tile and stone fixing solutions. With the growing popularity of tile usage in Indian homes—both for aesthetic appeal and functional robustness—the choice of adhesive has become crucial. Subpar adhesives can lead to broken tiles, seepage, or uneven surfaces, creating costly repairs and social embarrassment.
By highlighting this pain point through humor, Roff reminds homeowners that cutting corners on adhesive quality is not worth the risk. Instead, Roff assures durability, reliability, and expert trust backed by Pidilite’s long-standing reputation in adhesives.
Pidilite’s Legacy in Communication
Pidilite Industries has built a reputation for creating culturally resonant and humorous campaigns over the years. From Fevicol’s iconic ads to Fevikwik’s light-hearted narratives, Pidilite brands consistently leverage humor to strike an emotional chord with consumers.
The “Naak Kat Gayi” campaign continues this tradition, ensuring Roff stands out in the competitive construction chemical space with relatable storytelling rather than just technical product claims.
About Pidilite Industries Limited
Pidilite Industries is a leading manufacturer of adhesives and sealants, construction chemicals, craftsmen products, DIY (Do-It-Yourself) solutions, and polymer emulsions in India. Its strong portfolio includes household names such as Fevicol, Fevikwik, M-Seal, Dr. Fixit, Araldite, Fevicryl, and Roff.
Many of its products have been developed through in-house R&D, and its flagship brand Fevicol is among the most trusted consumer brands in India. With the launch of the Roff “Naak Kat Gayi” campaign, Pidilite continues to cement its leadership in both innovation and brand storytelling.
Conclusion
The Roff “Naak Kat Gayi” campaign is more than just witty advertising—it is a cultural reminder of how homes reflect personal pride and why homeowners should never compromise on quality when it comes to construction materials. By combining humor, cultural insight, and product relevance, Pidilite once again proves that it knows how to connect with Indian audiences in a memorable and meaningful way.
As tiles continue to dominate modern Indian architecture and interiors, Roff positions itself as the adhesive that doesn’t just fix tiles—it fixes reputations.
#Roff #Pidilite #NaakKatGayi #OOHCampaign #TileAdhesive #HomeImprovement #BrandStorytelling #CreativeAdvertising #IndianBrands #ConstructionSolutions
