MUMBAI: Finolex Pipes and Fittings, a trusted pipe brand, has launched a Diwali short film that looks to redefine prosperity through the lens of women empowerment.
What begins as a plumbing emergency on Diwali transforms into a story of divine intervention and entrepreneurial awakening. When a broken pipe threatens to derail a homemaker’s festival preparations, she encounters an unexpected embodiment of Goddess Laxmi – a skilled female plumber who brings more than just technical expertise. Through their interaction, the homemaker discovers a deeper calling, finding the confidence to pursue her hidden talent in apparel design. The plumber’s presence, much like Goddess Laxmi’s divine grace, catalyses a journey from domestic crisis to entrepreneurial triumph.
The film draws parallels between traditional divine blessings and modern manifestations of prosperity. Just as Goddess Laxmi brings abundance, this modern-day Laxmi in a toolbelt not only fixes pipes but also unclogs the pathway to self-realization, inspiring the homemaker to establish her own apparel design business.
Sumit Bhatia, VP, marketing, communications, Finolex Pipes and Fittings said, ‘This Diwali, we aimed to create something beyond the usual promotional messages—a short film that resonates with the heart and soul. Through the intertwined stories of two remarkable women, we delve into the timeless values that Diwali embodies: hope, prosperity, and transformation. As their paths intersect in contemporary India, we witness how small acts of kindness can ignite significant change, much like the first diya that lights up an entire room. One woman’s journey from struggle to success mirrors the divine grace of Goddess Laxmi, illustrating that true prosperity is about empowering others and uplifting communities.
“The portrayal of a female plumber in our film is inspired by our dedicated CSR efforts. Through our partnership with Mukul Madhav Foundation, we have consistently supported and trained women plumbers, integrating them into the mainstream plumbing profession. This initiative has been actively encouraged by our Founder, Mr. Prakash P. Chhabria. In this celebration of light over darkness, we are honored to be more than just observers; we are partners in India’s ever-unfolding story, connecting dreams, illuminating homes, and uniting hearts across generations.’”
The narrative looks to integrate Finolex’s brand values of trust and durability while highlighting a broader social message. By portraying a female plumber as a modern embodiment of Goddess Laxmi, the film challenges stereotypes and celebrates the countless ways prosperity enters our lives.
As families across India illuminate their homes this Diwali, Finolex’s film aims to remind consumers that true prosperity lies in empowerment, breaking barriers, and building connections that light up lives.
