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
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.
