MUMBAI: Finolex Pipes and Fittings, a pipe manufacturer has expanded its ‘Peedhiyaan Badlengi, Pipe Nahi’ (Generations Change, Pipes Don’t) campaign. Finolex has partnered with television personalities across different regions of India, marking a strategic evolution in their marketing approach.
The expanded campaign leverages the influence of prominent television personalities across major networks. Krishna Kaul, known for his role in Zee TV’s show ‘Kumkum Bhagya’, leads the Hindi-speaking market initiatives. Chandu Gowda of Zee Telugu’s ‘Trinayni’ loks to connect with audiences in the Telugu-speaking regions, while Dhanajaya from Zee Kannada’s ‘Laxminivasa’ brings the message to Kannada viewers. Star Vijay actor Vetri Vasanth from ‘Siragadika Asai’ reaches Tamil audiences, as Amit Bhanushali of Star Pravah’s ‘Tharla Tar Mag’ engages with Maharashtra’s viewers.
“Building on the overwhelming response to our ‘Peedhiyaan Badlengi, Pipe Nahi’ campaign, we’re now taking our message deeper into India’s diverse markets. By partnering with regional television stars, we’re reinforcing our commitment to quality while speaking to customers in their own language and cultural context” said Sumit Bhatia, VP marketing and communications Finolex Pipes and Fittings.
The campaign continues to emphasise Finolex’s legacy of durability across generations, now through the voices of regional stars. Kaul said, “The campaign’s message resonates deeply with Indian families. Just as our daily serials bring families together, Finolex has been a trusted presence in Indian homes for generations.”
Bhanushali’ said, “In Maharashtra, viewers welcome me into their homes every day through their television screens. Now, as a Finolex brand ambassador, I’m proud to represent a company that shares this deep connection with Indian households.”
Ashish Sehgal, chief growth officer – Digital and Broadcast Revenue, ZEEL said, “We are delighted to collaborate with Finolex Pipes on this unique, influencer-driven campaign across Zee TV, Zee Telugu, and Zee Kannada. Our fiction shows enjoy immense popularity in every region, and the lead characters have a loyal fanbase and significant sway over millions of viewers. This partnership seamlessly blends the reach and influence of our channels and characters with Finolex’s commitment to quality and reliability.”
The expanded multi-channel campaign will run across television, digital platforms, and social media, featuring region-specific content designed to maximize impact in local markets. This strategic evolution builds upon the campaign’s initial success while allowing Finolex to deepen its connection with customers across diverse regional markets.
Watch the film here-
Krishna Kaul:
Amit Bhanushali:
Vetri Vasanth:
Chandu Gowda:
Dhanajaya:
