BirlaNu, part of the CKA Birla Group, has launched a new brand campaign promoting its leakproof plumbing solutions with the central message: ‘Infinite peace of mind with BirlaNu Leakproof Pipes’. The campaign aims to address consumer concerns around leakage and present BirlaNu Leakproof Pipes as a solution.
The initiative highlights the company’s focus on innovation, manufacturing, and a broad product portfolio. BirlaNu offers over 20 product categories including CPVC, uPVC, SWR, Silent, Underground Drainage, Foamcore, Pressure, Column, Casing, HDPE, MDPE, Gas, Electrofusion Fittings, Water Tanks and others. Its TruFiT Technology underpins the leakproof assurance by ensuring alignment between pipes and fittings through dimensional precision at both the moulding and extrusion stages.
Peeyush Bachlaus, Chief Marketing Officer, BirlaNu, said, “This campaign captures what truly differentiates us – the promise of leakproof performance and the trust our customers place in the Birla name every day. With leakage being a frustrating and recurring concern for consumers, the campaign presents the solution in a loving manner using a conversation between two kids. At BirlaNu, we are engineering peace of mind by combining precision-led innovation with sustainable design and rigorous quality. This campaign is our commitment to connect more meaningfully with consumers not just by solving a key problem but by shaping expectations for future water management solutions.”
The campaign film features two children using a pipe to share secrets, presenting the product’s ability to prevent leakage both literally and figuratively. The narrative is designed to establish an emotional connection while demonstrating the functional aspect of the product.
The campaign has been conceptualised by DDB Mudra, with media planning and execution handled by Madison.
Arun Kumar Magoo, Chief Business Officer – Pipes, BirlaNu Ltd., said, “At BirlaNu, innovation is at the core of everything we do - from engineering excellence to sustainable practices. BirlaNu’s proprietary TruFiT Technology is a manufacturing approach that integrates advanced mould design and precision pipe extrusion to ensure a superior, leak-proof joint between pipes and fittings. This campaign is a celebration of our commitment to leakproof assurance, reinforcing BirlaNu’s position as a customer-centric and future-ready brand. We are also proud to be the first in the industry to adopt Organic Based Stabilizers (OBS) for our uPVC Pipes and Fittings, with a 100% heavy metal-free formulation. This bold step reflects our nature-positive approach and strengthens our promise to deliver India’s safest pipes.”
“This is a tonality-setting ad for brand BirlaNu, a newly rechristened building solutions company by CKA Birla Group. A charming conversation that could be enabled only through BirlaNu leakproof pipes. While the category is cluttered with campaigns showing leaks, dampness and plumbers, BirlaNu wants to talk to homeowners, builders, and designers with stories that as refreshing and as distinct as their products. Shot in Manali, the kids actually exchanged secret notes during the shoot through the pipe without any fear of leaks. And we’re confident homeowners would likewise trust these pipes inside their walls, without any fear of leaks,” added Iraj Fraz, Creative Head, DDB Tribal.
The campaign is being rolled out across multiple platforms including television, OTT, digital, out-of-home, and below-the-line activations, with a strategy aimed at reaching both urban and rural audiences.
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