The 'Freedom Express' was flagged off on Versova - Ghatkopar route in Mumbai till the first week of September. The timing of the campaign was strategically fixed just after the monsoons that could have affected consumers across the city of Mumbai. One-of-its-kind unique brand campaign was aimed at encouraging consumers to protect their homes from leakage/dampness. With messages like 'No More Damp Walls', 'No Cracks, No Leakage' and 'No More Damp Ceilings', the metro wrap, apart from adding to the brand recall value, also ensures that the maximum number of commuters experience the message.
Putting light on the campaign, Mr. Vivek Sharma, CMO, Pidilite Industries Ltd., said, "This brand campaign is aimed at positioning Dr. Fixit as the waterproofing expert that helps people achieve freedom from leakages – a modern solution to tackle the age old problem faced by house-owners. The metro rake branding provides an ideal medium with a daily reach of more than 7,00,000 captive audience while maximizing brand recall."
If the consumer is seeking any wall repair concerns such as damp patches, cracks, rising dampness he needs to reach out to the consumer call center, for expert advice in order to give long term repair solution. Also, while planning a new home.
