Ashirvad by Aliaxis, a leading name in fluid management solutions in India, is commemorating 25 years of innovation and enduring trust with the release of a new brand film. The emotional television commercial (TVC) revisits the company's pioneering role in transforming Indian agriculture through its introduction of uPVC column pipes in 1998—a quiet revolution that replaced traditional GI pipes and alleviated long-standing issues for farmers across the country.
Before Ashirvad's breakthrough, Indian farmers largely depended on galvanised iron (GI) pipes, which were heavy, prone to corrosion, and required frequent maintenance. The advent of uPVC column pipes brought significant advantages in durability, ease of installation, and cost efficiency—ushering in a new era in agricultural water management.
The new brand film tells the story of a progressive farmer who once took a bold step by adopting Ashirvad’s uPVC technology when many of his peers remained sceptical. In the film, he shares a moment with his son, reflecting on his transition to organic farming and how his earlier decision to trust Ashirvad pipes continues to pay dividends decades later.
Amit Gheji, Chief Marketing and Strategy Officer at Ashirvad by Aliaxis, stated, “What began as an alternate, better solution has evolved into a relationship of trust spanning generations and our brand-new campaign celebrates that generational trust. As the world's largest producer of uPVC column pipes, we're proud that our innovation from 1998 continues to transform agricultural practices even today. The farmer's journey mirrors our own; constantly innovating while staying true to core values. This TVC isn't just about a product that endures - it's about a promise that has withstood the test of time.”
The campaign's tagline, 25+ Saalon se har Kisaan ka Bharosa, underscores Ashirvad’s long-standing relationship with Indian farmers. As a homegrown brand supported by Aliaxis’ global expertise, Ashirvad has consistently developed solutions that address local farming challenges while promoting sustainability.
As agriculture in India continues to evolve, Ashirvad by Aliaxis remains focused on developing innovative and sustainable water management systems, carrying forward a legacy of reliability that has served generations.
