Sintex, part of Welspun World and a leading manufacturer of water storage solutions in India, has unveiled a new television campaign announcing the launch of Sintex Eterno, an industry-first water tank backed by a 50-year warranty. The 20-second TVC will air on Connected TV during the ongoing ICC Men’s T20 World Cup 2026 and reinforces the brand promise, “Sintex Sabse Safe Hamesha.”
Marking 50 years of Sintex’s legacy, the launch of Sintex Eterno reflects the brand’s focus on durability, safety, hygiene and long-term reliability. The new product is positioned as a future-ready solution designed to endure across generations, aligning with Sintex’s philosophy of building products that last.
Developed in collaboration with creative agency Sideways, the campaign interprets the idea of longevity through a generational lens rather than focusing only on product features. Set inside a retail store, the TVC captures a light-hearted yet meaningful moment where a shopkeeper unexpectedly addresses an eight-year-old child as the main customer instead of the father. The narrative gradually reveals that a product with a 50-year warranty is a decision that safeguards not just today’s buyer, but the next generation as well.
Through this approach, the film highlights Sintex’s decades-long reputation for durability and trust, positioning Sintex Eterno as more than just a water tank, but as a long-term investment built for Indian households. By combining the assurance of a 50-year warranty with an emotionally relatable narrative rooted in family decision-making, the campaign moves beyond functional communication to spark a conversation around generational trust and future-ready choices.
Watch the campaign here:
Commenting on the launch, Yashovardhan Agarwal, Director, Sintex and Managing Director, Welspun BAPL said, “At Sintex, we believe true innovation lies in building solutions that are not only reliable today but also resilient for decades to come. With Sintex Eterno’s industry-leading 50-year warranty, we are setting a new benchmark in the water storage category and reinforcing our long-standing commitment to safety, hygiene and durability. As we celebrate 50 years of serving Indian households, it was only fitting to introduce a product that carries forward that same longevity in its promise. The 50-year warranty isn’t just a feature it’s a promise that neither you nor your children will ever have to worry about your water tank. A reflection of the trust Sintex has built over decades, and our commitment to safeguarding generations to come. A water tank is a long-term infrastructure decision for any household, and its impact extends far beyond the present generation. Through this campaign, we wanted to move beyond functional communication and highlight a powerful insight that when you choose a product built to last, you are safeguarding your family’s future as well. This film reflects Sintex’s legacy of trust across Indian homes and our promise of ‘Sabse Safe hamesha.’”
Abhijit Avasthi, Founder, Sideways, said, “When a product carries a 50-year warranty, the story must carry the same horizon. Our approach was to interpret longevity not as a statistic, but as a promise that spans generations. The campaign presents Eterno as an enduring presence in homes, one that reflects stability, foresight and responsibility. It positions Sintex as a brand thinking not just about today’s need, but the legacy it leaves behind.”
