MAM
Pidilite unveils maiden TVC for its tile adhesive brand Roff
MUMBAI: Roff, leading tile adhesive brand from the house of Pidilite Industries, has unveiled its first TVC themed around ‘Roff mein hain Magar ki jakkad’. Roff is an environmentally safe and economical additive for cement and offers a comprehensive range of Tile and Stone fixing solutions. Roff not just improves the strength of cement but also enhances its workability for fixing tiles.
The new Roff TVC highlights various problems faced by the customers such as cracked tile, debonding, falling of tiles, unleveled tiles, unaesthetic looks of tiles upon using only cement. It does so in a quirky and humorous fashion. It communicates the key benefits of fixing tiles with Roff adhesives including durable bonding, aesthetically beautiful tiles and, more importantly, peace of mind.
Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said: “We are delighted to launch the first-ever TVC for Roff that aims at creating awareness amongst homeowners about the criticality of using Roff tile adhesives in cement to ensure longevity and beauty for tiles and stones. Our world-class range of Roff products is more than just a tile-fixing application. They enable contractors, architects to create long-lasting beautiful tile and stone creations without any worry.”
Mr. Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman 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 film uses humour to drive home the key messaging. It draws a comparison between cement and Roff in a funny way while explaining the benefits of Roff tile adhesives. It explains that tiles may become slack after a while and fall off if you fix them with only cement. It exaggerates how a broken tile can completely change your life.
Roff for the first time will be launching this TVC in the Karnataka market. This will be aired on leading channels supported by digital, outdoor and retail activation plan.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
