MAM
Pidilite’s infomercial gives a crash course in home maintenance
MUMBAI: Pidilite has launched an easy-to-follow ‘Do-It-Yourself’ infomercial to educate all television viewers as how best to tackle everyday problems like leaking pipes, dripping faucets etc, with its products.
Titled ‘Pidilite-Lakh Dukhon Ki Ek Dawa’ and covering four of its leading consumer-friendly brands — Terminator, Fevikwick, M-Seal and Steelgrip — this four-capsule infomercial, arranged as a humorous gameshow has been on air from 15 December. The infomercials have been conceived by O&M.
‘Pidilite-Lakh Dukhon Ki Ek Dawa’ gives the consumer a free crash course in home improvement.
Pidilite Fevicol division senior vice president marketing B O Mehta said, “Considering consumer needs, Pidilite’s Terminator, Fevikwick, M-Seal and Steelgrip have been identified for the infomercial. The focus of the entire communication is on educating consumers and spreading awareness on the means available, through Pidilite, to help solve small and big problems in the home and office.”
“Many of the Pidilite products fall in the Do-it-yourself category and have multiple usages. To explain these multiple usages and how consumers can benefit from them, we decided to do infomercials and aptly called them ‘Pidilite-Lakh Dukhon Ki Ek Dawa’,” said O&M group creative director Abhijit Avasthi.
“In our trademark style, we have made these infomercials very interesting and different from what you see on TV, which are run of the mill. In fact, Pidilite infomercials are more like entertaining celebrity talk shows. As a viewer, you would not only find them entertaining, but would benefit from the onscreen demonstration of the various usages of the products,” he added.
The focus of the infomercials will be on “Pidilite as a brand”, under the message “Pidilite-Lakh Dukhon Ki Ek Dawa”, and how it helps common consumers in their day-to-day lives. It’s a simple message told in a lucid, easy-to-understand manner, with emphasis on a direct problem-solution approach.
The infomercial is shot in Hindi and Tamil. It is anchored in an interesting and engaging manner by Roshan Abbas (Hindi) and Vijay Adhiraj (Tamil). Another important innovation of this infomercial is in terms of media planning. Pidilite has tied up with the entire Star Network and Zee Network to release these infomercials.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
