MAM
Pidilite unveils quirky pan-India TV commercial launch
Mumbai: Pidilite, a manufacturer of construction and specialty chemicals, has announced the launch of a new television commercial (TVC) for its tile adhesive brand, Roff. The TVC, conceptualised by Ogilvy, showcases the superior qualities of Roff tile adhesive while addressing common tile installation issues faced by customers.
In a delightfully quirky manner, the TVC captures the customer’s frustration with cracked tiles, debonding, falling tiles, and unaesthetic appearance resulting from cement use. Through entertaining visuals and engaging storytelling, the TVC showcases how Roff triumphantly tackles these challenges, offering a reliable and durable solution.
Commenting on the consumer awareness campaign for Roff, Pidilite Industries Ltd. deputy managing director Sudhanshu Vats said, “At Pidilite, pioneering in emerging categories is a core value that drives us. Our brand Roff is aimed at transforming the way tiles are fixed in India. The nationwide launch of our new Roff TV commercial underscores our unwavering commitment to raising awareness and enhancing customer experiences. Roff products embody cutting-edge technology, blending global expertise with local intelligence. They enable contractors, architects to create long-lasting beautiful tile and stone creations without any worry. Through this initiative our objective is to inform and empower customers to make well-informed choices.”
Global creative & executive chairman Piyush Pandey India said, “It’s a great innovative product and therefore one of the most innovative demonstrations of the benefit. It explains it all in a consumer friendly and entertaining fashion.”
The new Roff TVC will play on major television networks, digital platforms, and social media channels, ensuring wide visibility and reach to consumers seeking reliable and superior tile fixing solutions.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
