BirlaNu, part of the multibillion-dollar CKA Birla Group, has unveiled its new brand campaign built on the powerful promise: “Infinite peace of mind with BirlaNu Leakproof Pipes.” The campaign addresses one of the biggest consumer concerns—leakage—by positioning BirlaNu as the trusted choice for secure, long-lasting plumbing solutions.
Highlighting the brand’s leadership in plumbing innovation, the campaign showcases TruFiT Technology, BirlaNu’s proprietary precision-engineered solution that ensures perfect alignment between pipes and fittings. By eliminating leakage concerns, TruFiT delivers on the brand’s core assurance of “No Leakage.”
With a portfolio spanning more than 20 product categories—including CPVC, uPVC, SWR, Silent, Underground Drainage, Foamcore, Pressure, Column, Casing, HDPE, MDPE, Gas, Electrofusion Fittings, and Water Tanks—BirlaNu continues to lead the market with innovation, sustainability, and quality-first manufacturing.
Speaking about the campaign, Peeyush Bachlaus, Chief Marketing Officer, BirlaNu, said, “This campaign captures what truly differentiates us—the promise of leakproof performance and the trust customers place in the Birla name every day. Leakage has long been a frustrating issue for consumers, and we are engineering peace of mind by combining precision-led innovation with sustainable design and rigorous quality. The storytelling through children’s conversations adds warmth, humor, and a unique way to connect with our audiences.”
The film, conceptualized by DDB Mudra and executed with media support from Madison, takes a refreshing approach by moving away from conventional plumbing problem imagery. Instead, it uses a playful narrative where two children exchange secrets through a BirlaNu pipe—demonstrating its flawless integrity, with not a single drop leaking, literally or figuratively.
Iraj Fraz, Creative Head, DDB Tribal, added, “In a cluttered category where most campaigns focus on leaks, dampness, and plumbers, BirlaNu wanted to speak directly to homeowners, builders, and designers with a fresh, emotionally engaging story. Shot in Manali, the film captures the charm of everyday trust—mirroring the confidence homeowners can have in BirlaNu pipes hidden within their walls.”
Further strengthening the brand’s innovation-led ethos, Arun Kumar Magoo, Chief Business Officer – Pipes, BirlaNu Ltd., said, “Innovation is at the heart of BirlaNu—from engineering excellence to sustainable practices. Our TruFiT Technology guarantees superior leakproof performance, while our adoption of Organic-Based Stabilizers (OBS) for uPVC pipes marks an industry-first shift to 100% heavy metal-free formulations. This campaign reinforces our position as a customer-centric, future-ready brand, committed to both reliability and sustainability.”
With this launch, BirlaNu not only reinforces its technology leadership but also sets a new tone for the category—replacing fear-driven messaging with stories of trust, assurance, and everyday peace of mind.
