MUMBAI: Pidilite has launched an easy-to-follow 'Do-It-Yourself' infomercial to educate all television viewers as how best to tackle everyday problems like leaking pipes, dripping faucets etc, with its products.
Titled 'Pidilite-Lakh Dukhon Ki Ek Dawa' and covering four of its leading consumer-friendly brands --- Terminator, Fevikwick, M-Seal and Steelgrip --- this four-capsule infomercial, arranged as a humorous gameshow has been on air from 15 December. The infomercials have been conceived by O&M.
'Pidilite-Lakh Dukhon Ki Ek Dawa' gives the consumer a free crash course in home improvement.
Pidilite Fevicol division senior vice president marketing B O Mehta said, "Considering consumer needs, Pidilite's Terminator, Fevikwick, M-Seal and Steelgrip have been identified for the infomercial. The focus of the entire communication is on educating consumers and spreading awareness on the means available, through Pidilite, to help solve small and big problems in the home and office."
"Many of the Pidilite products fall in the Do-it-yourself category and have multiple usages. To explain these multiple usages and how consumers can benefit from them, we decided to do infomercials and aptly called them 'Pidilite-Lakh Dukhon Ki Ek Dawa'," said O&M group creative director Abhijit Avasthi.
"In our trademark style, we have made these infomercials very interesting and different from what you see on TV, which are run of the mill. In fact, Pidilite infomercials are more like entertaining celebrity talk shows. As a viewer, you would not only find them entertaining, but would benefit from the onscreen demonstration of the various usages of the products," he added.
The focus of the infomercials will be on "Pidilite as a brand", under the message "Pidilite-Lakh Dukhon Ki Ek Dawa", and how it helps common consumers in their day-to-day lives. It's a simple message told in a lucid, easy-to-understand manner, with emphasis on a direct problem-solution approach.
The infomercial is shot in Hindi and Tamil. It is anchored in an interesting and engaging manner by Roshan Abbas (Hindi) and Vijay Adhiraj (Tamil). Another important innovation of this infomercial is in terms of media planning. Pidilite has tied up with the entire Star Network and Zee Network to release these infomercials.
