Brands
Fix it like Pushpa as Dr. Fixit breaks through with a screen seepage stunt
MUMBAI: Just when you thought the drama in Pushpa 2 couldn’t get any more intense, a mysterious damp patch crept across the screen and no, it wasn’t part of the plot. It was Dr. Fixit, Pidilite’s waterproofing ace, gatecrashing the action with a bold ‘Pause & Play’ move that had viewers doing a double take.
During the World TV Premiere of Pushpa 2 on JioStar’s South network channels including Star Maa, Star Vijay, Colors Kannada and Asianet audiences were momentarily “interrupted” by an on-screen seepage effect. Right as viewers braced for a twist in the film, the screen bled dampness… only to seamlessly transition into a Dr. Fixit ad reminding us all that when seepage strikes, only one fixer gets the job done.
The creative disruption wasn’t just a gimmick, it was a scene-stealing stunt timed to perfection. The idea: hijack the height of audience attention and turn a blink-and-you’ll-miss-it moment into a brand memory that sticks. And let’s be honest nothing says “waterproofing” like messing with your beloved Pushpa mid-punch.
Speaking about the campaign, Pidilite Industries chief marketing officer Sandeep Tanwani said, “The Pause & Play integration during the World TV Premiere of Pushpa 2 on JioStarnetwork is a bold step in contextual storytelling. By simulating seepage on screen before transitioning to our Dr. Fixit advertisement, we delivered our brand messaging with high impact, at a time when viewer engagement was at its peak.”
JioStar head of revenue for entertainment & international Ajit Varghese said, “Pushpa 2’s premiere presented a unique cultural flashpoint—and with it, a chance to reframe the rules of brand storytelling on linear TV. The ‘Pause & Play’ innovation wasn’t just a creative breakthrough; it was a strategic intervention designed to convert passive viewership into active brand engagement. At JioStar, our focus is on building media moments that deliver outsized impact for brands by integrating them meaningfully into high-attention cultural events. This campaign with Dr. Fixit is a blueprint for how entertainment and advertising can converge to drive recall, relevance, and results at scale.”
In a world where linear TV is often dismissed as static, this activation proved otherwise. It reimagined the medium as a reactive, real-time storytelling canvas and proved that even an old-school screen can deliver next-gen engagement.
With Pushpa already being a cultural juggernaut, Dr. Fixit cleverly hitched a ride and made its mark without needing to shout. Who knew waterproofing could steal the spotlight during one of India’s most anticipated premieres?
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
