Earlier this year Ashirvad by Aliaxis, a fluid management brand, conduced a campaign to address a hidden yet crucial concern in every household—the quality of water pipes carrying drinking water. With two quirky yet thought-provoking films, the brand brings attention to its recent innovation, Ashirvad Aqualife+, India’s first anti-microbial uPVC pipe for drinking water.
Set in everyday Indian home settings, the films took a humorous look at an all-too-familiar social situation: the awkwardness around drinking water in someone else’s house. In both storylines, guests dodge offers of water with strange, laugh-inducing excuses—until it’s revealed they’re only willing to drink from homes equipped with Ashirvad Aqualife+. With the tagline “No more strange excuses”, the campaign underscores the message that when it comes to clean water, ignorance isn’t bliss – it’s a risk.
Ashirvad Aqualife+ addresses a growing concern around microbial contamination in plumbing systems. Leveraging advanced silver ion technology, the pipes actively resist the formation of biofilms—home to microbes like algae, bacteria, and fungi.
Designed for cold or regular water systems, the lead-free, UV-resistant, and crack-resistant product sets a new benchmark in health-conscious plumbing innovation.
Medianews4u.com caught up with Amit Gheji, Chief Marketing and Strategy Officer Ashirvad by Aliaxis
Q. Ashirvad by Aliaxis recently launched three brand films in collaboration with Leo Burnett. How do think these campaigns mark a step forward in how building material brands are engaging consumers directly?
In industries like pipes and fittings—especially in the manufacturing and building materials space—it can often be challenging to communicate product benefits in a way that is both engaging and relevant to the end-consumers. We partnered with Leo Burnett to transform Ashirvad’s technical strengths into stories that resonate with everyday consumers, going beyond purely functional messaging.
Our first film highlighted Ashirvad’s pioneering role in transforming water extraction for agricultural purposes since 1998, blending local farming insights with global expertise. Through a heartfelt father-son conversation, we showcased the trust that farmers have on Ashirvad pipes – a trust that has been gained by delivering quality products over more than 25 years, that have stood the test of time.
We also launched two other films introducing India’s 1st anti-microbial uPVC pipe, Ashirvad Aqualife+, which prevents the growth of microbes including algae, bacteria, virus etc using silver-ion technology. To simplify technical concepts and engage viewers, we used humour to depict the protagonist’s commitment to only drinking water that comes from the right pipes— to reinforce the message that access to clean drinking water is their right.
Both films end with a clear call to action: choose reliable water solutions that deliver water in its purest form. It’s a step towards making ‘invisible’ products visible and generating interest from the end-user towards brands in this category. Going from simple problem-solving technical storytelling to engaging, meaningful, consumer-focused conversations.
Q. What was the mandate given to Leo Burnett?
The mandate was to conceptualise and craft a video narrative that breaks away from conventional, monotonous brand storytelling. The objective was to create an engaging and emotionally resonant visual experience that not only highlights the innovative edge of Ashirvad’s products but also reinforces the brand’s legacy of trust, reliability, and durability.
The video/film should:
· Make the audience take notice of the pipes that carry water in their kitchen
· Educate the consumers on Ashirvad’s unique antimicrobial technology and its health benefits in a compelling, easy-to-understand manner.
· Emphasize Ashirvad’s legacy of innovation and customer-centric problem-solving.
· Build belief in the product by showcasing real-world relevance and the brand’s commitment to quality and safety.
· Inspire confidence in the brand by reflecting its long-standing reputation and leadership in the plumbing solutions industry.
· Reinforce the trust that farmers have placed in Ashirvad column pipes (water extraction) over the years by consistently delivering on quality and durability.
The tone should be trustworthy and that of an expert, while the style must be modern, clean, and visually inspired by water and purity- ensuring the message is both memorable and meaningful.
Q. How did the theme of the campaign ’25+ Saalon se har Kisaan ka Bharosa’ come about?
Ashirvad pipes began by manufacturing and selling uPVC column (water extraction) pipes in 1998. There are many farmers who have used these pipes for more than 25 years now. We had recently shot a few heart-warming testimonials that were raw and unfiltered. This gave us the idea that we can depict the trust that farmers have on our products through a campaign.
The essence of this campaign lies in celebrating the enduring legacy of Ashirvad products—a legacy built on trust, performance, and unwavering commitment.
Since its inception, Ashirvad by Aliaxis has consistently delivered on its promises, exceeding expectations and supporting farmers through decades of service. This theme reflects the deep-rooted trust that farmers have placed in the brand over the past 25+ years- a trust earned through uncompromising quality and relentless performance.
Q. Besides this, what other marketing activities and innovations can one expect from Ashirvad?
Ashirvad by Aliaxis continues to push boundaries in marketing and innovation by engaging in influencer marketing with key stakeholders such as plumbers, architects, and MEP consultants, while also introducing smart, sustainable product solutions designed for evolving consumer needs.
The brand maintains a strong presence through a mix of ATL and BTL campaigns spanning TV, digital and ground-level activations. Enhanced visibility is ensured through impactful OOH initiatives like hoardings, transit branding, and retail displays.
On the digital front, Ashirvad by Aliaxis drives engagement through educational content across platforms like YouTube, Instagram Reels, and Facebook. To further build trust and loyalty, it continues to invest in training programs and loyalty initiatives tailored for channel partners.
Q. Will mass media like TV be important or will the media mix mainly rest on digital?
While digital media today holds the undeniable advantage of sharp-targetting and is capable of instantly garnering viewership the moment a film goes live – mass media platforms like television continue to play a critical role in amplifying brand messaging and building brand stature, especially through their deep-rooted reach across urban as well as rural markets. Television has been a legacy medium, consistently providing scale and visibility and supporting some of the most iconic campaigns over the years.
However, it is important to note that audiences are increasingly shifting their focus online, relying on digital platforms for both brand engagement and news consumption. While television remains relevant for mass amplification, a digitally led, integrated media mix is now essential to effectively engage audiences and maximise campaign reach.
Q. What role will influencers and celebrities play to build the brand?
When a brand has a powerful message that is deeply engaging and relevant to the consumer, it cuts through, regardless of whether the campaign has a celebrity or not. That has been our attempt so far. However, as we increasingly recognize the power of social media, at times, it becomes essential to engage with influencers who have mastered these platforms and built loyal followings.
For brands aiming to reach audiences beyond their organic capacity- especially in sectors that don’t typically feature in day-to-day conversations – partnering with these figures can help amplify reach and relevance.
Having said that, consumers today can see through if the brand-celebrity partnership is not a natural, organic fit and that then ends up lowering the credibility of the story that the brand is trying to tell. So if at all brands in any category partner with celebrities, it’s extremely crucial to keep the filter of relevant fit – it needs to be a seamless connection of brand and its partner.
Q. What are the various facets to Ashirvad’s focus on transforming from a legacy manufacturing industry brand to a purpose-driven, consumer-facing name?
Ashirvad’s transformation from a legacy manufacturing brand to a purpose-driven, consumer-facing name begins with a fundamental shift in perspective—understanding the real purpose that pipes serve in a consumer’s life. It’s only by recognising this role that the brand can craft meaningful propositions and build engaging conversations that resonate emotionally.
There are numerous examples of brands in traditionally low-involvement categories that have successfully repositioned themselves by tapping into deeper consumer insights.
Pipes may not have been seen as emotionally relevant in the past, but there’s no reason why the same transformation can’t happen in this category—with the right narrative, intent, and purpose. After all, they carry water, which is an essential life source.
Q. What role does the strategic use of storytelling and emotion play in a traditionally low-engagement category like plumbing? It isn’t something that people think of regularly like FMCG.
Categories like plumbing need to be marketed to general audience in a slightly off-beat manner, as they typically don’t align with the everyday consumer choices like those in the FMCG sector. A straightforward, product-centric approach rarely captures attention.
The audience may not feel personally connected to the category and can easily overlook it. This is where the strategic use of storytelling and emotion becomes crucial. We need to craft narratives that anchor the product in human experiences – such as a farmer’s reliance on efficient water management or the role of plumbing solutions in conserving water.
By connecting to the real -life pain points, brands can showcase meaningful transformation. In traditionally overlooked sectors, it’s emotional storytelling that sparks curiosity and shifts audiences from indifference to genuine interest.
Q. To spark public conversation for any low-engagement category, what factors have to be kept in mind?
To spark public conversation around products that rarely feature in daily conversations, it’s essential to focus on making the content as engaging and accessible as possible.
One of the most effective ways to achieve this is through brand films, which allow for visual storytelling that can genuinely capture attention. Simply executing posters or straightforward, product-led videos tends to appeal only to a niche audience and often comes across as purely functional.
Leveraging the wide reach of advertising and media platforms can significantly elevate interest- even for traditionally low-interest sectors. Our recent experience has shown that these platforms can drive strong traction.
Collaborating with an agency that can creatively weave together the product’s legacy, utility and vision into relatable stories is key. It can make people pause their regular scrolling and willingly engage with something as overlooked as pipes.
Q. Ashirvad’s campaigns aim to connect with both rural and urban audiences. What is the challenge in achieving this?
Ashirvad’s campaigns are designed to resonate with both rural and urban audiences, which comes with its own set of challenges. While there are regular conversations in boardrooms around “India” and “Bharat,” the core human aspirations across both segments remain largely similar.
The key differences lie in affordability—driving the need for value-for-money solutions—and in the tone of communication, which must be adapted to suit the cultural and contextual nuances of each audience.
By staying rooted in deep consumer insights and universal human truths, Ashirvad is able to bridge these gaps and connect meaningfully with both rural and urban markets.
Q. Could you shed light on the growing role of marketing in driving business growth, brand relevance, and category leadership in the plumbing industry?
Pipes and fittings are often the unsung heroes of our homes, farms and infrastructure – critical to everyday life but rarely acknowledged. In fact, innovations like Ashirvad Aqualife+, India’s fiest anti-microbial uPVC pipe for potable water, play a vital role in public health by preventing the growth of harmful microbes through advanced silver ion technology. However, such breakthroughs often go unnoticed due to limited consumer interest in the plumbing sector.
This is where marketing becomes essential – it allows us to tell these stories in depth, shape brand narratives and make people aware of the safety and innovation behind something as vital as delivering clean drinking water. Ashirvad has emerged as a category leader with its legacy of continuous innovation and quality across product lines.
Marketing ensures that our advancements reach the right audiences, helping us stay relevant and grow the category itself. It’s a two-way process, while we educate consumers, we also gain insights into their evolving preferences, which in turn fuels future innovation.
We believe that the true mark of leadership in the plumbing sector is setting new benchmarks in water hygiene, building consumer trust and driving sustainable growth.
Marketing often uplifts a category from a low-involvement one to a mid or high-involvement one. Needless to say, this is a journey that spans across years, if not decades. However, it’s an important journey if the category is to stay away from being commoditized and becoming more profitable as a business.
Q. What B2B marketing activities will Ashirvad be doing to strengthen the dealer network through things like roadshows?
Ashirvad is already actively engaging in several B2B marketing initiatives to strengthen its dealer network. We regularly conduct BTL activities such as dealer meets and plumber meets to build relationships and gather on-ground insights.
A strong focus is placed on supporting the plumber community through meaningful interventions like insurance coverage and scholarships for their children—segments that are often overlooked.
We have also enhanced brand presence through increased local outdoor advertising and in-shop visibility of our brand and products. Additionally, we maintain a strong digital connect via platforms like Plumber Saarthi, a dedicated Facebook page designed to engage directly with plumbers and keep them informed and involved with the brand.
