ROFF, Pidilite Industries’ tile and stone fixing solutions brand, has launched a quirky television campaign highlighting why the right installation system matters as much as the tile itself. Conceptualised by Ogilvy and created by Corcoise Films, the ad is set in a prison, where an inmate grows increasingly frustrated as the poor-quality tiles in his cell keep loosening and falling apart.
Sandeep Tanwani, CMO, Pidilite Industries, said that as Indian spaces turn more design-forward and premium, the need for specialised installation solutions is rising – yet category penetration remains at just 20-25%, leaving room to build awareness. He added that while tile choice defines aesthetics, the right installation is what makes a space last.
Prasoon Pandey, Co-founder & Director, Corcoise Films, said working on ROFF is always a chance to communicate a technical detail through charm and humour, and that the joy of the process shows in the final film.
Anurag Agnihotri, CCO West, Ogilvy, explained the film contrasts two realities within one prison – a comical kaidi stuck with weak tiles, and a jailor enjoying ROFF’s superior bonding – to underline the difference installation quality makes.
Aimed at homeowners, contractors, architects and masons, the campaign rolls out across television, digital and social media, reinforcing ROFF’s positioning in durable tile and stone installation.
