Kolkata: GroupM, the media investment group under WPP, has partnered with Skipper Pipes, a top manufacturer of polymer pipes and fittings, to conceptualize a striking outdoor campaign in Kolkata. The innovative activation, designed to generate awareness around water contamination, creatively ties into the festive spirit of Durga Puja, highlighting the importance of lead-free pipes in ensuring safe water for families.
Titled “India’s Safest Pipes—Festival of Safety,” the campaign draws a parallel between the protection offered by Goddess Durga and the safety Skipper Pipes provides against water impurities. The campaign’s centerpiece features a life-sized idol of Goddess Durga on a footbridge, with her traditional Trident replaced by Skipper Pipes, symbolizing the elimination of water contaminants. The iconic imagery of Durga slaying Mahishasura is given a modern twist, where the pipes act as the weapon safeguarding against water pollution.
An illuminated, motorized installation creates a dynamic visual experience, ensuring the campaign stands out in the busy cityscape. This powerful outdoor innovation blends traditional imagery with modern technology to communicate Skipper Pipes’ commitment to safety and the health of families across India.
Anirban Pal Chowdhury, Marketing Head at Skipper Pipes, commented, “Safety is at the heart of everything we do at Skipper Pipes. By linking our lead-free pipes to the protection Ma Durga offers, this campaign effectively communicates the importance of clean water during the festive season. The installation has been a striking visual representation of our brand’s commitment to water safety, capturing the attention of Kolkata’s citizens.”
Ajay Mehta, Managing Director at GroupM OOH Solutions, added, “This campaign is a perfect blend of cultural relevance and technological innovation. By tapping into the festivities of Durga Puja, we aimed to deliver a message that resonates deeply with the people of Kolkata. The installation, from planning to execution, reflects the power of creative outdoor media to make a lasting impact while raising awareness on an issue as critical as water contamination.”
The “Festival of Safety” campaign will be live until October 31st, strategically placed in high-traffic areas like the foot overbridge at E.M. Bypass Ruby Crossing and a prominent unipole at the Metropolitan Bypass. These high-visibility locations are chosen to ensure maximum engagement with the local population, reinforcing the message of water safety during the peak of Durga Puja celebrations.
Through this innovative campaign, Skipper Pipes and GroupM OOH Solutions aim to not only raise awareness about the importance of safe drinking water but also connect with families at a time when celebrations are at their peak, linking tradition with modern solutions for a healthier future.
