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Dr. Fixit: Plugging gaps with a sticky promise

Dr. Fixit's new TVC spreads awareness on waterproofing needs

Ritwik Sharma 

Regardless of the industry, it's pretty likely that the product you offer is important to your customer - or there wouldn't be such an industry.

But what can go against your product is that it operates in a low-involvement category and more often than not the end consumer doesn't even know where to start when it comes to finding the brand that solves their problem. So how do you shine the spotlight on your brand? The answer is simple really: Even if what you did wasn't sexy, you could create a compelling brand campaign that positioned you and your product as approachable, ...

First Published: Mon, August 29 2016. 00:09 IST