Link to the campaign: https://youtu.be/zY3l0-6IZbs
New Delhi, 12th August 2025: BirlaNu, 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.
Within Pipes, BirlaNu offers a comprehensive portfolio of over 20 product categories, including CPVC, uPVC, SWR, Silent, Underground Drainage, Foamcore, Pressure, Column, Casing, HDPE, MDPE, Gas, Electrofusion Fittings, Water Tanks and more. Our innovation, TruFiT Technology is at the core of our leak proof assurance. Engineered for dimensional precision at both the fitting mould and pipe extrusion levels, TruFiT Technology ensures perfect alignment between pipes and fittings delivering leakproof joints.
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. At BirlaNu, we are engineering peace of mind by combining precision-led innovation with sustainable design and rigorous quality. This campaign is our commitment to connect more meaningfully with consumers not just by solving a key problem but by shaping expectations for future water management solutions.”
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 light-hearted film has been conceptualized by DDB Mudra, with Madison handling the media update.
“This is a tonality-setting ad for brand BirlaNu, a newly rechristened building solutions company by CKA Birla Group. A charming conversation that could be enabled only through BirlaNu leakproof pipes. While the category is cluttered with campaigns showing leaks, dampness and plumbers, BirlaNu wants to talk to homeowners, builders and designers with stories that as refreshing and as distinct as their products. Shot in Manali, the kids actually exchanged secret notes during the shoot through the pipe without any fear of leaks. And we’re confident homeowners would likewise trust these pipes inside their walls, without any fear of leaks,” added Iraj Fraz, Creative Head, DDB Tribal.
Arun Kumar Magoo, Chief Business Officer – Pipes, BirlaNu Ltd., “At BirlaNu, innovation is at the core of everything we do – from engineering excellence to sustainable practices. BirlaNu’s proprietary TruFiT Technology is a manufacturing approach that integrates advanced mould design and precision pipe extrusion to ensure a superior, leak-proof joint between pipes and fittings. This campaign is a celebration of our commitment to leakproof assurance, reinforcing BirlaNu’s position as a customer-centric and future-ready brand. We are also proud to be the first in the industry to adopt Organic Based Stabilizers (OBS) for our uPVC Pipes and Fittings, with a 100% heavy metal-free formulation. 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.
About BirlaNu:
BirlaNu (formerly HIL Limited), part of the multi billion dollar CKA Birla Group, is a home and building product and services company. We serve homeowners, builders and designers with sustainable, innovative solutions across pipes, construction chemicals, putty, roofs, walls and floors, featuring brands like BirlaNu Leakproof Pipes, BirlaNu Construction Chemicals, BirlaNu TruColour Putty, Charminar, BirlaNu Aerocon and Parador.
With 32 manufacturing facilities in India, Germany and Austria, innovation centers in India & Germany and a market presence in over 80 countries, we adhere to the highest global quality standards, holding certifications such as GreenPro, IGBC, PEFC, Blue Angel and EPD. Our products are integral to commercial, healthcare, hospitality, residential and infrastructure projects worldwide.
Powered by over 5000 employees and a strong partner ecosystem, BirlaNu is recognized as one of India’s best companies to work For (Great Place to Work®️) and has won Iconic Brand, Asia’s Most Trusted Brand and Super Brand awards.
About the CKA Birla Group
The CKA Birla Group (formerly the CK Birla Group), is an Indian multinational conglomerate with a multibillion dollar revenue. With over 35,000 employees, the group operates 50+ manufacturing facilities across India and the world, with a presence in diverse sectors including technology, automotive, home and building and healthcare. The CKA Birla Group continuously adapts to stay ahead in a changing world. By harnessing technology and investing in people and digital transformation, the Group consistently remains agile and delivers profitable growth. Viewing value creation through a global lens, our companies operate without borders. The CKA Birla Group companies include Birlasoft Limited, GMMCO Limited, National Engineering Industries Limited (manufacturer of NBC Bearings), BirlaNu Limited (formerly HIL Limited), Orient Electric Limited, CK Birla Healthcare Private Limited (CK Birla Hospitals and Birla Fertility & IVF), Orient Paper & Industries Limited, AVTEC Limited and Neosym Industry Limited. Our companies share a common purpose of serving customers, partners and communities to create long term value through trust based relationships. Our commitment to our community The CKA Birla Group is also known for its deep-rooted commitment to community. Its contributions include institutions like BIT Mesra, Modern High Schools, BM Birla Science Centre, and The CMRI Trust Hospitals, serving millions and nurturing generations of talent.
For more information, contact:
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