MAM
Pidilite unveils quirky pan-India TV commercial launch
Mumbai: Pidilite, a manufacturer of construction and specialty chemicals, has announced the launch of a new television commercial (TVC) for its tile adhesive brand, Roff. The TVC, conceptualised by Ogilvy, showcases the superior qualities of Roff tile adhesive while addressing common tile installation issues faced by customers.
In a delightfully quirky manner, the TVC captures the customer’s frustration with cracked tiles, debonding, falling tiles, and unaesthetic appearance resulting from cement use. Through entertaining visuals and engaging storytelling, the TVC showcases how Roff triumphantly tackles these challenges, offering a reliable and durable solution.
Commenting on the consumer awareness campaign for Roff, Pidilite Industries Ltd. deputy managing director Sudhanshu Vats said, “At Pidilite, pioneering in emerging categories is a core value that drives us. Our brand Roff is aimed at transforming the way tiles are fixed in India. The nationwide launch of our new Roff TV commercial underscores our unwavering commitment to raising awareness and enhancing customer experiences. Roff products embody cutting-edge technology, blending global expertise with local intelligence. They enable contractors, architects to create long-lasting beautiful tile and stone creations without any worry. Through this initiative our objective is to inform and empower customers to make well-informed choices.”
Global creative & executive chairman Piyush Pandey 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 new Roff TVC will play on major television networks, digital platforms, and social media channels, ensuring wide visibility and reach to consumers seeking reliable and superior tile fixing solutions.
Brands
Bikaji Foods International acquires remaining stake in Petunt Food
Snack maker spends Rs 8 crore to buy the remaining 48.78 per cent stake
MUMBAI: Snack maker Bikaji Foods International said on Friday its board has approved the acquisition of the remaining 48.78 per cent equity stake in Petunt Food Processors Private Limited, turning the firm into a wholly owned subsidiary.
The additional investment, valued at about Rs 8 crore, will consolidate Bikaji’s ownership in Petunt Food. The company earlier held a 51.22 per cent stake in the food processor.
Following the transaction, Bikaji acquired 35,98,998 equity shares with a face value of Rs 10 each, representing the balance 48.78 per cent stake, the company said in a regulatory filing.
Petunt Food Processors has an authorised share capital of Rs 8 crore, comprising 80 lakh equity shares with a face value of Rs 10 each. Its paid-up share capital stands at Rs 7.37 crore, divided into 73,78,098 equity shares.
Bikaji said the acquisition aims to consolidate its shareholding and securing full ownership and operational control of Petunt Food, which plays a key role in the company’s operations in southern India.
Petunt Food Processors manufactures and processes a range of food products, including sweets and namkeen, and undertakes packaging, labelling, grading and distribution of food-related items.
The company reported a turnover of Rs 363 crore in FY2023, while its turnover stood at Rs 52.07 crore in FY2025.
