New Delhi: Sintex, part of Welspun World and a leading manufacturer of water storage solutions in India, has launched a new television campaign announcing Sintex Eterno, an industry-first water storage tank backed by a 50-year warranty. Developed in collaboration with Sideways, the 20-second TVC reinforces the brand promise, “Sintex Sabse Safe Hamesha”, and will be aired on connected TV (CTV) during the ongoing ICC Men’s T20 World Cup 2026.
Marking Sintex’s 50-year milestone, the launch of Sintex Eterno reflects the brand’s philosophy of long-term thinking and generational trust. Designed to endure across decades, the product symbolises Sintex’s continued commitment to safety, hygiene, durability and reliability, values that have defined the brand’s legacy in the water management category.
The TVC interprets the idea of longevity through a generational lens rather than a conventional feature-led narrative. Set inside a retail store, the film opens with a shopkeeper unexpectedly addressing an eight-year-old child instead of the father as the primary customer. The quirky interaction gradually reveals its logic: a water tank with a 50-year warranty is not just a purchase for today, but a decision that safeguards the next generation. Through humour and emotional resonance, the film underscores Sintex’s decades-long reputation for trust and durability.
By combining the tangible assurance of an unprecedented warranty with a family-centric narrative, the campaign moves beyond traditional product advertising to spark a broader conversation around long-term value and future-ready investments. The 50-year warranty becomes symbolic of a brand that has itself earned trust for nearly five decades and continues to build with the future in mind.
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, added, “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.”
