Ad Campaigns
Amitabh Bachchan announced as the brand ambassador for Dr. Fixit
MUMBAI: Pidilite unveiled legendary actor Amitabh Bachchan as the ambassador for its Dr. Fixit range of waterproofing products and solutions. Bachchan, an icon of the silver screen, will spearhead Dr. Fixit’s flagship campaign and will act as its face across engagement platforms.
The campaign featuring Bachchan was rolled out on India’s 70th Independence Day with a multimedia campaign on digital, TV, retail activations, radio and outdoor. As a pioneer and leader in water-proofing, Dr.Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.
Dr. Fixit commercials are known and loved by audiences for their light sense of humor. The new campaign stays true to this approach, with Bachchan bringing his own trademark style and wit to the TVC.
The opening TVC features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has 3 beautiful women as neighbors. The TVC begins with Mr. Bachchan delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartments leaks into his home. Then the TVC reveals a composed Mr. Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage itself. Thus, Mr. Bachchan’s feelings for his beautiful neighbors remain in his heart due to water-proofing by Dr. Fixit.
Mr. Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing behavior of people through messages that are relevant, persuasive and delivered in a memorable way. Who other than Mr. Bachchan to deliver this convincingly, as he is not only loved and admired by all but also considered a person of immense credibility. ”
Commenting on the campaign, Mr. Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- says, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical. This campaign takes this insight and says it in a very entertaining fashion. Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema. It’s a perfect jodi. Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.””
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
