MAM
Dr Fixit’s new ad humorously explains technicality of waterproofing
Mumbai : Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan urging consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair.
The latest TVC addresses to dispel the myth that paint solutions can be used for waterproofing as well. Most people believe that painting the roof or patch repair can solve the problem of leakage and cracks. The new TVC aim to alter this belief. It emphasizes thatcosmetic solutionsor patch repair is not enough to fix the cracks that form and cause leakage. Since the roof is the most highly exposed surface of a structure one must ensure that the right products are being used in the right manner. The TVC draws attention towards Dr. Fixit Roofseal's elastomeric nano-fiber technology that offers long-lasting protection for roof from heat, rain and ultimately leakage.
At the end, the TVC urges the consumer to reach out to Dr. Fixit via SMS <ROOF> 57575 for more details on the product.
Pidilite Industries CMO Vivek Sharma said, “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building and growing the category with innovative new products. People often make the mistake of choosing the wrong waterproofing methods and resort to temporary solutions. They don’t realise that longevity of a structure depends to a great extent on the waterproofing of the roof. They fail to understand the consequences of opting for incorrect techniques only to regret it later. This campaign featuring a humorous interplay between Mr. Bachchan and Mr. Popat Lal aims to nudge people in the right direction andseek proper roof waterproofing solutions from Dr.Fixit.”
O&M ECD Talha Bin Mohsin said, “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh Bachchan is a humorous analogy of Dr Fixit and its expertise in quintessential Pidilite humour. The simplicity of communication to tell rather complex and technical benefits through Mr Bachchan has always been a hallmark of our work on this brand."
The TVC opens where Popat Lal Ji is shown with a neck injury talking to a consultant, advising him to use paint for waterproofing. Here, Bachchan who is shown as `himself shooting on the adjoining roof, overhears them and asks Popat about his injury. Popat responds to him by saying the doctor has prescribed an operation. Bachchan then asks his stylist to hide the neck brace Popat is wearing with paint so as to heal his injury with rang rogan instead of an operation.
Upon hearing Bachchan’s suggestion, Popat starts laughing and asks how an injured neck can be fixed with rang rogan? Bachchan then explains that just like a neck can't be fixed without an operation, even leakage or cracks on the roof cannot fixed without proper waterproofing. Waterproofing is a very technical job. He further explains, the roof expands and contracts due to heat which results in cracks and acts as a source of leakages. Thus painting is not the solution to prevent leakage or cracks. Mr. Bachchan further explains the unique feature of Dr. Fixit Roofseal, whose nanofiber technology safeguards the house from heat and leakage and urges the audience to opt for the same. A roof coated in Dr. Fixit Roofseal stays 10 degrees celsius cooler than an uncoated roof. It is a far more superior solution to paint, due to its elastomeric nature that allows the coating to expand and contract along with the structure, which minimises crack formation.
Dr. Fixit commercials have always been loved by the audiences for their lightness and sense of humour. The new campaign stays true to this approach with Bachchan bringing his own trademark style and wit to it.
Brands
YES Bank hands the keys to SBI veteran Vinay Tonse as it bets on a new era
Former SBI managing director appointed as YES Bank’s new MD and CEO
MUMBAI: YES Bank is done rebuilding. Now it wants to grow. The private sector lender has appointed Vinay Muralidhar Tonse as managing director and chief executive officer-designate, with RBI approval secured and a start date of April 6, 2026 confirmed. The three-year term signals the bank’s intent to shift gears from crisis recovery to full-throttle expansion.
Tonse, 60, is no stranger to scale. Most recently managing director at State Bank of India, he oversaw a retail book of roughly $800bn in deposits and advances, one of the largest in the country. Before that, he ran SBI Mutual Fund from August 2020 to December 2022, a stint that saw assets under management surge from Rs 4.32 lakh crore to Rs 7.32 lakh crore across market cycles. Add stints in Singapore and four years leading SBI’s overseas operations in Osaka, and the incoming chief arrives with a genuinely global CV.
His academic grounding is equally solid: a commerce degree from St Joseph’s College of Commerce, Bengaluru, and a master’s in commerce from Bangalore University.
The appointment follows an extensive search and evaluation process by the bank’s Nomination and Remuneration Committee. NRC chairperson Nandita Gurjar said the committee unanimously backed Tonse, citing his leadership track record, governance credentials and ability to drive the bank’s next phase of transformation.
Non-executive chairman Rama Subramaniam Gandhi was unequivocal. “I am certain that Vinay Tonse, with his vast experience as a senior banker, will propel YES Bank to its next phase of growth,” Gandhi said, adding that the bank remains focused on strengthening its retail and corporate banking franchises and expanding its branch network.
Rajeev Kannan, non-executive director and senior executive at Sumitomo Mitsui Banking Corporation, the bank’s largest shareholder, said Tonse’s experience across retail, corporate banking, global markets and asset management positioned him well to lead the lender. SMBC said it looks forward to working with Tonse and the board as YES Bank pursues its ambition of becoming a top-tier private sector lender anchored in strong governance and sustainable growth.
Tonse succeeds Prashant Kumar, who took the helm in March 2020 when YES Bank was in freefall following a severe financial crisis, and spent six years painstakingly stabilising the institution, rebuilding governance and restoring operational scale. Gandhi was generous: “The bank remains indebted to Prashant Kumar, who is responsible for much of what a strong financial powerhouse YES Bank is today.”
Tonse, for his part, struck a purposeful note. “Together with the board and my colleagues, I remain deeply committed to creating long-term value for all our stakeholders,” he said, pledging to build on Kumar’s foundation guided by his personal motto: Make A Difference.
Beyond the balance sheet, Tonse played cricket at college and club level and represented Karnataka in archery at the national championships — sports he credits with teaching him teamwork, situational leadership, discipline and focus. In quieter moments, he reaches for retro Kannada music, classic Hindi songs, and the crooning of Engelbert Humperdinck, Mukesh and Kishore Kumar.
YES Bank has its steady-handed rebuilder in Kumar to thank for survival. Now it has a scale-obsessed growth banker at the wheel. The next chapter starts April 6.
