Playful OOH concept reinforces the brand’s position as India’s trusted tile and stone fixing expert
Mumbai, August 12, 2025 – Pidilite Industries Limited’s tile and stone adhesive brand, Roff, has rolled out a witty new Out of Home (OOH) campaign titled “Naak Kat Gayi.” Inspired by the popular Hindi phrase, the campaign humorously captures the embarrassment homeowners face due to broken or poorly installed tiles. It serves as a quirky reminder to choose Roff, the expert in tile and stone fixing, to avoid sticky situations — literally and figuratively.
Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries Limited, said, “At Pidilite, we strive to connect with our audience in a tone and language that resonates with them. Humour has always been our tonality. Roff’s new campaign is a humorous take on the importance of choosing the right tile adhesive. Usage of tiles on surfaces within homes and commercial buildings is rapidly growing. There is considerable involvement in choosing the right tiles both for aesthetics and for robustness. Through this campaign, we are reiterating that Roff continues to be the trusted tile and stone fixing expert.”
The campaign’s creative features a mural-style image of a man with a missing tile in place of his nose, accompanied by the tongue-in-cheek caption “Roff se tile nahi lagaya? Naak Kat Gayi.” It is prominently displayed in tile hubs and prime outdoor locations like Mumbai’s Bandra, as well as in cinema halls.
Anurag Agnihotri, Chief Creative Officer, Ogilvy India (West), added, “‘Naak Kat Gayi’ isn’t just a clever play on words, it’s a mirror to every homeowner’s deepest fear. In Indian homes, when your tiles fall, so does your pride. With Roff, we’re delivering confidence, trust, and the assurance that your tiles — and your honour — will always remain intact.”
By blending cultural insight with humour, Roff reinforces its market leadership while delivering a memorable creative punch. The campaign builds on Pidilite’s legacy of culturally attuned and visually engaging storytelling, cementing Roff’s role as a brand that safeguards both homes and reputations.
About Roff
Roff, a part of Pidilite Industries Limited, offers a comprehensive range of tile and stone adhesives, grouts, and surface preparation solutions. Known for its quality, innovation, and reliability, Roff has been a trusted partner for homeowners and professionals alike across India.
