Roff, a tile and stone fixing solutions brand from Pidilite Industries, has rolled out a campaign, 'Jailer', to highlight the importance of choosing the right tile installation system for long-lasting performance.

Conceptualised by Ogilvy and executed by Corcoise Films, the campaign comprises an ad film set in a prison, where an inmate is frustrated by the poor quality of the tiles in his cell. Through exaggerated situations, including tiles loosening at a touch and shaking during yoga, he compares them with the jailer's sturdy head, only to be told the quality is due to Roff. He demands better tiles for his cell before escaping through the window, declaring he cannot stand the injustice.

What we think about it: The film leans heavily into exaggerated acting and an intentionally over-the-top depiction of the tile problem, which at times borders on caricature. However, the comedic timing, escalating absurdity and contrast between the inmate's frustration and the jailer's composure work well, making the humour land while keeping the product message clear.

Sandeep Tanwani, chief marketing officer, Pidilite Industries, said, "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. Through our signature blend of humour and relatable storytelling, the new Roff campaign brings alive a simple yet important truth: while the choice of tile defines a space’s aesthetic appeal, the right installation solution is what ensures it stands the test of time. After all, every great space begins with the right foundation."

Anurag Agnihotri, CCO, West, Ogilvy, added, “We figured the best way to convince people to rethink tile installation is to showcase the stark contrast between living with tiles fixed with traditional solutions and living with tiles fixed with Roff. So, we told the story of a prison where both realities live side by side, demonstrated through the heartfelt rant of a comical kaidi, forced to live with weak tiles while the jailor enjoys the superior bonding of Roff.”

Prasoon Pandey, co-founder and director, Corcoise Films, said, "When making any commercial for Roff, it is always a creatively stimulating exercise to find new, endearing and charming ways to communicate what could otherwise be a very straightforward technical detail. But then working on Roff is such a joy for all of us, that it just shows in the final output."

The campaign will be rolled out across television, digital and social media platforms.