ROFF, a tile and stone fixing solutions brand from Pidilite Industries, has launched a new television campaign highlighting the role of quality installation systems in ensuring durable tile performance.
Conceptualised by Ogilvy and produced by Corcoise Films, the television commercial uses a prison setting to highlight the problem. The film follows an inmate who is frustrated by the tiles in his cell repeatedly coming loose and falling apart.
The campaign uses an exaggerated scenario to draw attention to an often-overlooked aspect of tile installation: the role of the right adhesive and installation system in ensuring tiles remain firmly in place.
The communication targets homeowners as well as contractors, architects and masons, with the focus extending beyond tile selection to the installation products and methods used alongside them.
The campaign will run across television, digital, and social media platforms, with ROFF using it to build awareness of tile adhesives and installation systems for tile and stone applications.
Watch the campaign
Commenting on the campaign, Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries, said, “As India’s homes and commercial spaces become increasingly design-forward and premium, the need for specialised tile and stone installation solutions has never been greater. Yet, with category penetration at only around 20-25%, there remains a significant opportunity to build awareness around the role of the right installation system in ensuring long-term performance. Through Roff, we are leading this category transformation with innovative, high-performance solutions backed by Pidilite’s technical expertise and trusted legacy.”
“Through our signature blend of humour and relatable storytelling, the new Roff campaign brings alive a simple yet important truth: while the choice of tile defines a space’s aesthetic appeal, the right installation solution is what ensures it stands the test of time. After all, every great space begins with the right foundation, he adds.
Speaking about the creative thought behind the campaign, Prasoon Pandey, Co-founder & Director, Corcoise Films, said, “When making any commercial for Roff, it is always a creatively stimulating exercise to find a new, endearing, and charming way to communicate what could otherwise be a very straightforward technical detail. But then working on Roff is such a joy all of us that it just shows in the final out-put.”
Anurag Agnihotri, CCO, West, Ogilvy, said, “We figured the best way to convince people to rethink tile installation, is to showcase the stark contrast between living with tiles fixed with traditional solutions and living with tiles fixed with ROFF. So, we told the story of a prison where both realities live side by side, demonstrated through the heartfelt rant of a comical kaidi, forced to live with weak tiles while the jailor enjoys the superior bonding of ROFF.”
