Pidilite, a leading manufacturer of construction and specialty chemicals, has announced the launch of a new campaign aimed at increasing customer awareness regarding the consequences of using traditional options for tile fixing. The campaign describes the customer's frustration with cracked tiles, debonding, falling tiles, and unaesthetic appearance resulting from traditional tile fixing methods, including cement. The usage of tiles has undergone significant transformation over the past few decades, and adhering to traditional tile-fixing methods may not align with the evolving needs of the new-age customers.