Dr. Fixit unveils campaign featuring Amitabh Bachchan

This campaign goes with a jingle, "Water Proofing Ka Baap", sung by Amitabh Bachchan himself

by e4m Staff
Published: Mar 3, 2025 4:46 PM | 2 min read

Dr. Fixit, Amitabh Bachchan

Dr. Fixit has launched a new ad campaign featuring Amitabh Bachchan.

This campaign revolves around a catchy and relatable jingle, "Water Proofing Ka Baap," sung by Mr. Bachchan himself.

Bharat Puri, Managing Director of Pidilite Industries Ltd., expressed his enthusiasm: “We aimed to bring a fresh and engaging approach to educate homeowners about the importance of waterproofing. Mr. Bachchan’s powerful presence—both as a narrator and as a character—combined with the humour-infused storytelling, makes the message both entertaining and memorable. Dr. Fixit has been the trusted expert in waterproofing for years, and this campaign reaffirms our commitment to keeping homes safe, leak-proof, and worry-free.”

Playing the role of the husband, Mr. Bachchan adds his signature style to the humour, making the ad even more relatable and entertaining. The catchy lines—"Paani hai baahar, sookha hai andar, Dono ko never mix it - Waterproofing ka sach mein, Baap hai Dr. Fixit."—reinforce the brand’s expertise in keeping homes leak-free.

Piyush Pandey, Chief Advisor at Ogilvy India, explains, "The partnership with Pidilite, Ogilvy and Prasoon Pandey (Corcoise Films) are legendary. To celebrate the 25 years of Dr. Fixit, this time Prasoon wrote the lyrics apart from directing the film. Mr. Bachchan, in his typical style of humour and singing, has added magic to this film. His spontaneity and humour make this commercial watchable repeatedly. Not much logic can be written on this, just enjoy the magic."