MAM
Amitabh Bachchan imparts waterproofing lesson in new Dr. Fixit TVC
MUMBAI: Dr. Fixit has launched a new TVC featuring actor Amitabh Bachchan, which aims at educating consumers about the importance of complete waterproofing in the construction of a new house.
With the launch of this new ad, Bachchan carries on in the humorous yet witty vein that have made Dr. Fixit campaigns so popular with the public.
The latest Dr. Fixit campaign addresses the misunderstood belief that often makes people use only Dr. Fixit LW+ leading to incomplete water-proofing of their new homes. It underlines the importance of using LW+ along with Dr. Fixit URP for the most effective and complete waterproofing solution. The TVC underscores this point when Bachchan uses cricket analogy to say, “Like you cannot play cricket without the jodi of bat and ball, similarly you cannot do complete water-proofing without the jodi of Dr. Fixit LW+ and URP.” He further urges consumers to mix Dr. Fixit LW+ with cement and put a Dr.Fixit URP coating on the roof for a lasting and immaculate waterproofing.
Since consumers tend to reach out to dealers and contractors for their waterproofing proofing problems, thus, along with the TVC, Dr.Fixit is undertaking two big initiatives such as the Dukandaar se Salaahkar initiative for dealers, wherein dealers become waterproofing consultants for consumers; a unique QR code for each dealer will guide consumer to easy to understand water-proofing information delivered via Whatsapp in 11 Indian languages.
Atmanirbhar Contractor provides technical product information, application videos etc via a WhatsApp chatbot to contractors for various water-proofing situations on sites.
Vivek Sharma, chief marketing officer, Pidilite Industries said, “Proper and complete water-proofing remains a vexing issue in Indian homes. Through this campaign, Dr. Fixit continues to educate consumers about the need to do complete waterproofing and makes it more accessible to consumers, contractors and dealers alike in easy ways across all touch-points.”
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
