Pidilite Industries launched a new ad campaign for Roff, its tile and stone adhesive brand. The campaign highlights the importance of using high-quality adhesives like Roff to ensure durability and prevent breakages in homes. Salil Dalal, Pidilite’s Chief Business Officer, emphasized the long-term benefits of Roff over traditional cement. Piyush Pandey, Chief Advisor at Ogilvy, praised the humorous approach of the TVC, which shows how Roff adhesives keep tiles securely in place even under high impact. Directed by Prasoon Pandey, the campaign is live across TV, digital, OTT, and cinema platforms.