Tile trouble? Pidilite’s Roff has it all stuck together

Pidilite Industries Ltd, the makers of Fevicol, has unveiled a new ad campaign for Roff, its tile and stone adhesive brand. The campaign underscores the critical role of using reliable and high-quality tile adhesives in homes to withstand unexpected shocks, breakages and maintain the durability of interiors.

Speaking on the campaign launch, Salil Dalal, chief business officer—construction chemicals at Pidilite Industries, said, “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 humourously emphasises out how Roff Tile Adhesives are designed to provide homeowners with peace of mind.”

Speaking on the campaign launch, Piyush Pandey, chief advisor, Ogilvy, says, “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.”

With this campaign, Roff once again solidifies its commitment to empowering customers with tile fixing products that provide reliability and unmatched quality, ensuring their homes remain strong and beautiful for many years to come. The campaign is live across all the platforms including television, digital, OTT and cinema.

Campaign’s take: Ogilvy, the agency behind Fevicol’s iconic ads, have nailed it again—this time with their new campaign for Roff Tile and Stone Adhesives. The TVC takes a cheeky spin on the perils of using traditional cement for tile fixing, proving that durability doesn’t have to come at the cost of entertainment.

The ad opens with a couple enjoying a serene breakfast, only to have their morning tranquillity shattered—literally. A learner driver hilariously crashes into their garden wall, sending tiles cascading from the dining room walls. While the husband is speechless at the mayhem, his wife delivers a punchline worthy of a stand-up act, “Use Roff Tile Adhesives with a crocodile’s grip!”

The humour doesn’t stop there. When the lady driver reverses for round two and crashes into their house again, this time, Roff’s promise holds steady—the tiles remain stubbornly intact, while her car takes the beating.

The campaign’s brilliance lies in turning an everyday mishap into a memorable showcase of product reliability. Directed by Prasoon Pandey, the ad’s sharp wit sticks with viewers as tightly as Roff’s adhesives to tiles. By blending humour with utility, Pidilite reinforces its message: with Roff, tiles won’t just stay put—they’ll outlast even the most determined driver’s lessons.