MUMBAI: Finolex Pipes and Fittings, a pipe brand, has launched a Navratri campaign, extending its ‘Peedhiyan Badlengi, Parampara Nahi’ (Generations Change, Traditions Don’t) initiative. This new series showcases the tapestry of Navratri celebrations across India, bringing cultural stories to life.
The campaign features three videos exploring regional Navratri traditions, with AI-generated visuals bringing cultural stories to life. One video has already been released, with the second video set to be unveiled today, 7 October. The final video in the series is scheduled for premiere on 9 October 9, 2024.
The ‘Peedhiyan Badlengi, Parampara Nahi’ campaign for Navratri looked to build upon Finolex’s recent Ganesh Chaturthi initiative, continuing to honour the belief that while times may change, traditions remain eternal. This approach the company said resonates with its core values and product philosophy.
Sumit Bhatia, VP Marketing and Communications Finolex Pipes and Fittings states, “Navratri embodies resilience, continuity, and unity – values that Finolex champions. Our visually stunning campaign not only honours enduring traditions but also invites audiences to connect with the festival’s essence in a modern and engaging way.”
The campaign encourages viewers to share their personal Navratri experiences on Finolex’s social media platforms, fostering a community celebration of this cherished festival. By leveraging AI technology, Finolex aims to inspire audiences to appreciate Navratri traditions and reflect on how these customs evolve while maintaining their core significance.
