BirlaNu Leakproof Pipes’ new ad answers the long standing reliability concerns, ETBrandEquity

A still from an adBirlaNu, a part of the multi billion dollar CKA Birla Group, has launched its new brand campaign centered on a powerful promise: ‘Infinite peace of mind with BirlaNu Leakproof Pipes’. It addresses the critical consumer pain point of leakage and positions BirlaNu Leakproof Pipes as the answer to long standing reliability concerns.

Showcasing BirlaNu’s Leakproof Pipes’ leadership in delivering secure, long-lasting plumbing systems, the campaign highlights its advanced innovation, quality-first manufacturing and a future-focused product portfolio.

Peeyush Bachlaus, chief marketing officer, BirlaNu, said, “This campaign captures what truly differentiates us – the promise of leakproof performance and the trust our customers place in the Birla name every day. With leakage being a frustrating and recurring concern for consumers, the campaign presents the solution in a loving manner using a conversation between two kids.”

Built on the brand’s core promise of “No Leakage”, the campaign brings this commitment to life through a metaphorical and light-hearted narrative. At the heart of the story are two mischievous children who use a pipe to share their secrets-demonstrating the pipe’s flawless integrity, with not a single drop leaking, literally or figuratively. Their secrets remain safe, just like water does within a BirlaNu pipe.

This playful yet powerful storytelling approach not only showcases the leakproof assurance of the product but also forges a deeper emotional connection with the audience-positioning BirlaNu as a trustworthy, reliable, and refreshingly different brand in the category.

The film has been conceptualised by DDB Mudra, with Madison handling the media update.

Arun Kumar Magoo, chief business officer – pipes, BirlaNu, said, “This campaign is a celebration of our commitment to leakproof assurance, reinforcing BirlaNu’s position as a customer-centric and future-ready brand. This bold step reflects our nature-positive approach and strengthens our promise to deliver India’s safest pipes.”

The campaign is being rolled out through an integrated media strategy spanning television, OTT, digital, OOH and BTL activations, ensuring widespread reach and impact across both urban and rural markets.

Watch the video here:

• Published On Aug 11, 2025 at 03:40 PM IST

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