Finolex Industries is a manufacturer of PVC pipes and fittings. Recently, it launched a campaign to celebrate Ganesh Chaturthi through regional stories.
Over the past 43 years, the company has made a significant impact on the sanitation, plumbing, and agricultural sectors through prudent investments across the value chain. This includes everything from sourcing quality raw materials and resin production to manufacturing, storage, transportation, sales, marketing, and customer engagement.
To stay focused on making superior quality pipes and fittings, and nothing else but that, for forty years, it added is no mean feat. Aligning every decision, every action, every resource towards delivering quality pipes and fittings. To choose to do just this one thing, and do it well. So that once customers install the pipes, they completely forget about the company. It said that this dependable quality as not only earned it ISO 9001:2015 certifications across plants, but also earned it the sincere affection of farmers, plumbers, homeowners, partners, associates and shareholders.
Medianews4u.com caught up with Sumit Bhatia, VP, Head- Marketing & Communications, Finolex Industries
- Finolex underwent a rebranding exercise including the logo. What prompted the move?
The rebranding, including the introduction of a refreshed logo, was driven by our commitment to modernize while staying true to the essence of Finolex. We wanted to ensure that our visual identity reflects both our rich heritage and our forward-looking vision. The new logo incorporates two key colours: yellow, which stands for optimism and joy, and blue, symbolising trust and reliability—qualities that have defined Finolex for over four decades.
As Prakash P Chhabria, our Executive Chairman, aptly put it, while the logo has evolved, our unwavering focus on providing high-quality Pipes & Fittings remains unchanged. This transformation reinforces our dedication to our customers and our long-standing legacy.
- What is re-branding intended to signify?
The rebranding signifies a natural evolution, staying true to the values set forth by our founder, Mr. Pralhad P. Chhabria, in 1981. His focus on quality, humility, and the fundamentals laid the groundwork for what Finolex is today. The new logo embodies these principles while modernising the brand to meet contemporary expectations. The blend of yellow and blue reflects optimism, reliability, and trust—qualities that have defined us for over four decades. This rebranding serves as a reminder that while generations change, our commitment to delivering high-quality products remains steadfast.
- How did the idea of a campaign celebrating different regional cultures on the occasion of Ganesh Chaturthi come about?
Our campaign Peedhiyan Badlengi, Parampara Nahi (Generations Change, Traditions Don’t) was born out of our desire to highlight the beautiful diversity of India, particularly how timeless traditions like Ganesh Chaturthi persist through changing generations.
By focussing on regional stories, we wanted to show how the essence of Ganeshotsav remains the same, even as cultural practices adapt over time. This idea also parallels our philosophy at Finolex—just as pipes remain strong through generations, so do India’s deeply rooted traditions. Through this campaign, we aim to foster community participation by encouraging people to share their own stories of celebration and tradition.
- What are the other marketing innovations in the pipeline for the rest of the year?
As we move forward, we intend to build on our strategy of aligning Finolex with the rich cultural fabric of India. The success of our Ganesh Chaturthi campaign has inspired us to explore similar initiatives for other major festivals, focusing on storytelling that resonates emotionally with our audience.
We are also exploring newer avenues in digital storytelling and immersive brand experiences to drive both engagement and visibility. Our goal is to create campaigns that not only celebrate key moments in our cultural calendar but also seamlessly connect them to the values and longevity of our brand.
- Could you shed light on the focus on brand storytelling? Is the objective long term in nature?
Brand storytelling is at the heart of our long-term marketing strategy. We believe that captivating stories allow us to build emotional connections with our audience, far beyond the transactional nature of traditional advertising. By integrating storytelling through short films, we’re able to communicate the core values of Finolex—durability, trust, and commitment—in a manner that resonates deeply with consumers.
This approach allows us to differentiate our brand, foster brand loyalty, and create memorable moments that transcend the typical product-oriented messaging. Our aim is to continue leveraging storytelling to drive sustained brand relevance and engagement for years to come.
- Does the company do most of its marketing activities in the weeks leading to the monsoon? Or is it evenly spread out?
Our marketing activities are strategically planned throughout the year, with a focus on aligning with major festivals and key industry periods. While some initiatives may intensify at certain times based on market demand and cultural relevance, our efforts are designed to maintain consistent brand visibility.
This approach ensures that we remain engaged with our audience across various touchpoints, rather than concentrating all our efforts within a particular season. Our goal is to keep Finolex at the forefront of our customers’ minds year-round, irrespective of seasonal fluctuations.
- Last year the company did a brand integration effort with My FM. This year what brand integration exercises are being done with media companies and properties?
This year, we have expanded our brand integration efforts across TV and cinema to ensure a broader and more impactful reach. For example, we have been associated with notable projects such as the Maharaja movie and regionally significant events like the Wari pilgrimage and Rath Yatra. Our Ganesh Chaturthi campaign has also been amplified through major regional news channels, enhancing our presence across key cultural and religious events. These integrations allow us to reach our target audience in a meaningful and culturally relevant manner.
- Is TV an important marketing vehicle?
Yes, television continues to be an essential component of our marketing strategy. It allows us to reach a broad and diverse audience across regions, particularly in rural and semi-urban areas where TV viewership remains high. By leveraging TV, we can ensure that our messaging reaches key markets and reinforces our brand presence in homes across the country. Its wide reach and ability to engage visually make it a critical platform for delivering impactful campaigns.
- During the festive season what brand building and sales conversion activities will the company do?
During the festive season, we focus heavily on boosting brand visibility through a combination of on-ground and digital initiatives. Our festive campaigns often include extensive Out-of-Home (OOH) advertising to capture attention, along with engaging channel partner activities and gifting programs to build strong relationships.
In addition, we utilise storytelling through digital campaigns to create emotional connections with our audience, which helps in building the brand while also driving sales conversions during this crucial period. The festive season offers an excellent opportunity for us to strengthen customer loyalty and amplify brand engagement.
- Does the pipes fitting business see good traction just before the start of the festive season?
Yes, our business typically sees a resurgence just after the monsoon season, in sync with the increase in construction activities.
The festive season, which often coincides with the post-monsoon period, provides an additional boost to sales, as many construction projects ramp up during this time. While the business dips during the monsoon due to a slowdown in construction, the festive months offer a prime opportunity for both business growth and brand engagement.
