Mumbai: Finolex Pipes and Fittings is raising the stakes in its celebrated ‘Peedhiyaan Badlengi, Pipe Nahi’ (Generations Change, Pipes Don’t) campaign by going hyperlocal. The leading Indian pipe manufacturer has enlisted popular television personalities across regional networks, driving the campaign’s message deeper into India's diverse communities. This innovative approach sees well-known faces from Zee TV, Zee Telugu, Zee Kannada, and Star networks connecting directly with their audiences.
Krishna Kaul, star of Zee TV’s Kumkum Bhagya, takes the lead in engaging the Hindi-speaking market. In the Telugu-speaking regions, Chandu Gowda from Trinayni on Zee Telugu builds rapport with viewers, while Zee Kannada’s Laxminivasa actor Dhanajaya resonates with Kannada audiences. Tamil-speaking viewers recognise Vijay's Vetri Vasanth from Siragadika Asai, while Maharashtra audiences are greeted by Amit Bhanushali from Tharla Tar Mag on Star Pravah.
"We’re amplifying our ‘Peedhiyaan Badlengi, Pipe Nahi’ campaign, reaching deeper into India's regional markets,” explains Finolex Pipes & Fittings, VP of marketing & communications, Sumit Bhatia. “Our partnership with local television stars allows us to speak directly to customers in their cultural context, reinforcing our legacy of quality."
Kaul shared his enthusiasm, noting, “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 added, “In Maharashtra, viewers welcome me into their homes every day. As a Finolex brand ambassador, I’m proud to represent a brand that shares this deep connection with Indian households."
The campaign, enhanced through a collaboration with Zee Entertainment, leverages TV, digital platforms, and social media to strengthen regional connections with targeted content. ZEEL, chief growth officer - digital & broadcast revenue, Ashish Sehgal commented, “We are thrilled to partner with Finolex Pipes & Fittings on this unique, influencer-driven campaign across Zee TV, Zee Telugu, and Zee Kannada. This partnership blends the reach and influence of our channels and characters with Finolex’s commitment to quality and reliability."
