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.
MAM
Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
