Pidilite launches an initiative to create awareness for its tile adhesive brand Roff

Mangalore Today News Network

November 05, 2019: Roff, the leading tile adhesive brand from the house of Pidilite, has unveiled an initiative to raise awareness about the importance of using the correct adhesive while fixing tiles in a home.

Titled ‘Roff mein hain Magar ki jakkad’, Roff’s initiative urges consumer to use the right products so as to ensure durability of the tiles and avoid future cost and damage.

Tiles are an integral part of home interiors. Homeowners invest substantial amount of their time and money in doing up the interiors of their house. But they seldom pay attention to using the right adhesive products. That then results in cracked tiles, warping, chipping, debonding and a whole host of inconvenient and expensive problems.

Tiling trends are changing with a shift from ceramic tiles to vitrified tiles, small size tiles to large size tiles (greater than 2’X2’), natural stones to composite stones. There is also a shift in terms of tiles being used today on exterior walls instead of painted walls. Today we also see a wide variety of substrates like plywood, metal, cement board instead of the earlier concrete substrates, making tiling even more difficult. In these demanding applications, the conventional method of fixing tiles with cement is not sufficient and leads to failures. Roff has a range of tile adhesives that are specially designed for the different kinds of tile and stone fixing applications.

With these changing trends and large sized tiles, there is a need to maintain tile gaps which needs to be filled with more durable and long lasting epoxy tile grouts. Roff’s Rainbow Tile Mate Epoxy Grout, which is crack free, waterproof, stain and chemical resistant and comes in a wide range of colours, offers the ideal solution.

Mr. Debashish Vanikar, President –Roff said: We at Roff have the right solution to fix the tiling issues faced by the customers. Karnataka has been an important market for us. Through this initiative we want to raise awareness amongst consumers in the Karnataka market about the criticality of using Roff tile adhesives instead of cement to ensure longevity and beauty of tiles and stones.” 

Roff offers wide array of products in the categories of tile and stone-fixing, grouting and cleaning solutions. Roff also has stone care, waterproofing and repair solutions.  Roff for the first time also launched a TVC in the Karnataka market, it communicates the key benefits of fixing tiles with Roff adhesives including durable bonding, aesthetically beautiful tiles and, more importantly, peace of mind. It does so in a quirky and humorous fashion.  The TVC was aired on leading channels supported by digital, outdoor and retail activation plan.