Roff, Pidilite’s tile and stone fixing solutions brand, has taken a quirky route to highlight a practical challenge in home construction: choosing the right installation system for long-lasting tile and stone applications.
Conceptualised by Ogilvy and produced by Corcoise Films, the new campaign, “Roff Vs Kuch Bhi,” uses a prison setting and a Jailer-inspired narrative to make the difference between weak and durable tile fixing memorable.
The film takes viewers inside a prison, where a comical inmate struggles with tiles that repeatedly loosen and fall apart. His experience is contrasted with that of the jailer, whose tiles remain firmly in place because they have been fixed using Roff.
The exaggerated situation turns a technical product benefit into a simple visual contrast: poor fixing creates problems, while the right installation system delivers durability.
The campaign’s “Roff Vs Kuch Bhi” thought plays on the idea of settling for just any tile-fixing solution. Instead, Roff encourages homeowners, contractors, architects and masons to consider the installation system as carefully as the tiles themselves.
The campaign is built around a category insight that often gets overlooked. While consumers tend to focus on the colour, design and finish of tiles, the fixing system underneath plays an important role in the performance and durability of the installation.
According to Pidilite's Chief Marketing Officer Sandeep Tanwani:
“As India’s homes and commercial spaces become increasingly design-forward and premium, the need for specialised tile and stone installation solutions has never been greater. Yet, with category penetration at only around 20–25%, there remains a significant opportunity to build awareness around the role of the right installation system in ensuring long-term performance. Through Roff, we are leading this category transformation with innovative, high-performance solutions backed by Pidilite’s technical expertise and trusted legacy.”
This is where the prison setting becomes useful creatively. Instead of explaining adhesive technology through a conventional product demonstration, the film makes the consequences of poor installation part of the story.
For Ogilvy, the challenge was to communicate the difference between conventional fixing methods and Roff without turning the film into a technical product demonstration.
The campaign uses humour, an exaggerated situation and the visual language associated with Jailer to bring attention to an aspect of construction that consumers may otherwise overlook. At the same time, the product message remains focused on strength, durability and reliable tile and stone fixing.
The campaign also reinforces Roff’s “Magar Ki Jakad” positioning, connecting the creative narrative to the brand’s promise of strong fixing solutions.
Turning “Kuch Bhi” Into the Choice to Avoid
The campaign is being rolled out across television, digital, and social media, with communication aimed at homeowners as well as professionals such as contractors, architects, and masons.
At its core, “Roff Vs Kuch Bhi” makes a straightforward point: choosing the right tile is only part of creating a durable space. The installation system matters too.
By placing that message inside an unusual prison story, Roff and Ogilvy turn a functional construction decision into entertainment while reinforcing a simple takeaway: when it comes to fixing what lasts, “kuch bhi” shouldn’t be good enough.