As viewers were immersed in Pushpa 2’s high-octane drama, an unexpected “seepage” appeared on their screens, briefly halting the action.
Mumbai: Pidilite Industries’ Dr. Fixit made a bold, innovative statement during the World Television Premiere of Pushpa 2 on JioStar network, aired across major South channels—Star Maa, Star Vijay, Asianet, and Colors Kannada. Known for its larger-than-life cinematic moments, Pushpa has become a cultural phenomenon, captivating audiences across India. Leveraging this massive popularity, Pidilite seized an opportunity to introduce a clever, memorable ad innovation that resonated perfectly with the audience.
As viewers were immersed in Pushpa 2’s high-octane drama, an unexpected “seepage” appeared on their screens, briefly halting the action. The disruption transitioned into a Dr. Fixit advertisement, reinforcing the brand’s core promise of protection against seepage and waterproofing solutions. This cleverly timed ‘Pause & Play’ innovation ensured the brand cut through the clutter while staying contextually sharp.
Speaking about the campaign, Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries, said, “The Pause & Play integration during the World TV Premiere of Pushpa 2 on JioStar network is a bold step in contextual storytelling. By simulating seepage on screen before transitioning to our Dr. Fixit advertisement, we delivered our brand messaging with high impact, at a time when viewer engagement was at its peak.”
Ajit Varghese, Head of Revenue – Entertainment & International, JioStar, said, “Pushpa 2’s premiere presented a unique cultural flashpoint—and with it, a chance to reframe the rules of brand storytelling on linear TV. The ‘Pause & Play’ innovation wasn’t just a creative breakthrough; it was a strategic intervention designed to convert passive viewership into active brand engagement. At JioStar, our focus is on building media moments that deliver outsized impact for brands by integrating them meaningfully into high-attention cultural events. This campaign with Dr. Fixit is a blueprint for how entertainment and advertising can converge to drive recall, relevance, and results at scale.”
In an environment where audience attention is hard-won, this execution marks a pivotal step in reimagining linear TV as a dynamic, interactive canvas. The Pause & Play integration, launched during the highly anticipated World Television Premiere of Pushpa 2, shows how storytelling and brand relevance can intersect meaningfully.
Just as Pushpa 2 has cemented its place as a cultural phenomenon, Dr. Fixit’s presence in this moment demonstrated how precisely timed, contextual innovation turns a brand message into a lasting memory. By embedding the product into a peak moment of entertainment, JioStar enabled a new form of engagement and transformed cultural moments in a way that’s both seamless and unforgettable.