Prince Piping Systems has launched a campaign to underline its proposition that its pipes don’t leak. The campaign has been conceptualised by Madison BMB.
A note from the agency said the insight came from consumer research, which revealed that fear of leaking pipes as a concern to be addressed.
An ad film that is part of the campaign portrays leaks of different kinds accompanied by a quirky soundtrack that goes ‘Leak, leak, leak…’ The first such ‘leak’ involves students getting hold of the question paper before an exam. Other situations include a bribe exchanged for a tender, a cricketer in talks with a bookie, an old politician with two young women, three young men secretly watching an MMS clip of a canoodling couple, a man ‘taking a leak’ on the road, and so on. The film ends with the message: “India main sab kuch leak ho saktha hai mamu, par Prince Pipes kabhi nahin” (Anything can leak in India, but not Prince Pipes).
Prabha Prabhu, CEO, Madison BMB, said, “Pipes is a low involvement category. We looked at brands which created consumer interest for low involvement categories. The success of these brands was not high advertising spends. But highly entertaining and relevant advertising. We decided to go with a simple but differentiated promise of ‘No leakage’ (moving away from the category promise of strength) and the task of making the advertising highly memorable.”
Raj Nair, CCO, Madison BMB, added, “We saw an opportunity in the fact that as a category, pipes haven’t seen any great advertising. There was an obvious need to put Prince Pipes on the map. The communication needed a differentiated proposition brought alive by a great idea and supported by memorable execution. Which we have achieved.”
Parag Chheda, joint MD, Prince Pipes and Fittings, noted that the film was screened during a dealer/distributor conference in Goa recently to ‘excellent’ response.
A Madison BMB statement informed that this is the first time the brand, born 1970, has launched an advertising campaign.
Credits
Creative agency: Madison BMB
CEO: Prabha Prabhu
CCO: Raj Nair
Production house: Code Red
Director (film): Gajraj Rao
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