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
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
