Pidilite’s ROFF has launched a humorous television campaign, conceptualised by Ogilvy and produced by Corcoise Films, to highlight the importance of durable tile installation. Set in a prison, the film contrasts weak tiles with ROFF’s superior solutions, aiming to raise awareness among homeowners, contractors and architects about long-lasting tile performance.
Pidilite Industries Ltd.’s tile and stone fixing solutions brand, ROFF, has unveiled a new television campaign that takes a light-hearted yet impactful approach to a serious subject: the importance of choosing the right tile installation system. Conceptualised by Ogilvy and brought to life by Corcoise Films, the commercial is set in a prison, where an inmate’s frustration with poor-quality tiles becomes the central metaphor for the consequences of weak installation.
The film opens with a comical prisoner lamenting the state of his cell, where tiles repeatedly loosen and fall apart. His rant is juxtaposed against the jailor’s experience, who enjoys the superior bonding of tiles fixed with ROFF. This exaggerated narrative cleverly underscores a critical but often overlooked truth: while tiles define the aesthetic of a space, it is the installation system that ensures durability and long-term performance.
Sandeep Tanwani, Chief Marketing Officer at Pidilite Industries Ltd., explained the rationale behind the campaign: “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.”
Tanwani added that the campaign’s blend of humour and relatable storytelling was designed to make a technical detail memorable. “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.”
Prasoon Pandey, Co-founder and Director at Corcoise Films, described the creative process as a joyful challenge: “When making any commercial for Roff, it is always a creatively stimulating exercise to find new, endearing ways to communicate what could otherwise be a straightforward technical detail. Working on Roff is such a joy for all of us, and that shows in the final output.”
Anurag Agnihotri, Chief Creative Officer, West, Ogilvy, elaborated on the storytelling approach: “We figured the best way to convince people to rethink tile installation was 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.”
The campaign is designed to resonate with homeowners, contractors, architects and masons, encouraging them to consider the complete installation system alongside their choice of tiles. Rolling out across television, digital and social media platforms, the integrated communication aims to strengthen awareness around quality tile adhesives and application systems, reinforcing ROFF’s positioning as a trusted solution for durable tile and stone installations.
By combining humour with a relatable scenario, ROFF and Ogilvy have created a campaign that not only entertains but also educates, ensuring that the message about durability and performance reaches audiences in a memorable way.
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