Pipes get a punchline as Ashirvad by Aliaxis rethinks the sell

For decades, plumbing and water management advertising in India has been about as exciting as… well, watching water flow through a pipe. Functional, technical or product-led. But Ashirvad by Aliaxis’ recent marketing turn—particularly with the launch of Aqualife+, touted as India’s first antimicrobial pipe—has swapped the monotone product spiel for humour, cultural insight, and just enough emotional tug to make you think twice about the pipes in your own home.

“We could have done a boring video talking about how pipe makes water safe. Instead, along with our agency, we chose the route of humour where a protagonist is finicky about the safety of his drinking water,” Amit Gheji, chief marketing and strategy officer of Ashirvad by Aliaxis told Campaign. The Aqualife+ innovation reportedly blocks microorganisms from growing inside pipes—even when water stagnates or sunlight sneaks in—a neat technological feat in a country where water hygiene is a daily concern.

And in advertising, Gheji knows there are ‘cheat codes’ that make messages land harder. “We took this route and it worked. One of the best compliments we've got on our social media video was a comment that it made the viewer think about pipes,” he adds.

This pivot came with not one, but three Leo Burnett campaigns in May 2025. One saluted Indian agriculture, harking back to 1998 when Ashirvad introduced uPVC column pipes for water extraction—an industry standard ever since. This 25-year tribute to Ashirvad’s farmer customers, wove in a father-son narrative about tradition, trust, and progress—because if a pipe can last a quarter of a century, it deserves more than a functional product demo. 

The other films tapped into an unspoken truth: the uneasy suspicion about the water in other people’s homes. The tagline, ‘No more strange excuses’, nailed the hygiene message with levity. Leaning on light-hearted scenarios, it shows people avoiding drinking water from unknown sources, thereby highlighting drawing attention to the importance of safe and reliable plumbing solutions.

From inside-out to outside-in

Ashirvad has long been a strong B2B player in the infrastructure ecosystem. But its latest shift into consumer-facing brand storytelling is as much about market dynamics as creative appetite.

“We've been a legacy manufacturing brand serving B2B and B2C customers, as our products are sold through the neighbourhood hardware and sanitaryware stores. So, we've been B2C for a while in terms of route to market. But, the narrative in marketing can be very product focused for a brand,” Gheji notes.

The challenge? Pipes and fittings are becoming commoditised as more players crowd the market.

India’s pipes and fittings market was valued at $659.7 million in 2024, according to IMARC Group. The research firm projects the market to expand to $906.2 million by 2033, reflecting a compound annual growth rate (CAGR) of 3.59% between 2025 and 2033.

This growth is being fuelled by rising demand for PVC, uPVC and CPVC pipes in infrastructure projects, alongside increasing adoption of PEX and multilayer composite pipes in both residential and commercial plumbing applications.

Gheji claims that as one of the top players, the Ashirvad brand commands a premium. This also necessitates the need for this shift explaining why consumers should pay a premium for its products.

“Instead of relying on traditional marketing that focuses on our product’s quality alone, we're taking the approach of what it can do for them in their lives. This shift can catapult us to market leadership and enable us to keep commanding the premium we enjoy today,” he elaborated.

Balancing multiple audiences without losing the plot

While dealers and stockists remain Ashirvad by Aliaxis’ primary channel partners, architects, interior designers, structural engineers and especially MEP consultants—mechanical, electrical, and plumbing experts—hold serious sway in the buying journey.

“Yes and no,” Gheji says when asked if there’s a different marketing strategy for tertiary clients versus core channel partners. “We have B2B influencers like MEP consultants or plumbing contractors. But these are not watertight compartments because these people are watching even when our brand communicates to end-customers.”

That means campaigns must tread a fine line—technical enough for the experts, relatable enough for the layperson. When the company communicates to end consumers, it ensures that the communication resonates with B2B influencers too; they understand the product benefits and its role in the buyer’s life.

Because eventually, MEP consultants and plumbers will eventually recommend its products to commercial builders or independent house owners. “And if the latter have already seen our communication, then it makes our B2B influencers jobs that much easier,” Gheji added.

Events, exhibitions, and conferences provide a more direct way to engage consultants, while simpler narratives target homeowners. But while MEPs drive high-value commercial and residential projects, Gheji stresses that rural and small-town households represent a much larger slice of the B2C market—one Ashirvad can’t afford to neglect.

Shunning the celebrity shortcut

In a sector where many brands rely on celebrity faces for instant recognition, Ashirvad is intentionally steering clear. “We definitely prefer the organic and engaging route and there is nothing wrong with celebrity endorsements. It is an understandable approach for completely new brands or those who want to grab the consumer’s attention,” says Gheji. “But we want our messaging to be so strong, relevant and engaging for the consumer that we don't have to depend on celebrities solely.”

This approach also applies to the brand’s relationship with its primary consumers—channel partners. Instead of parachuting in a famous face, Ashirvad is building credibility from the ground up.

Instead, Ashirvad is quietly tapping into a network of social media-savvy plumbers, who are emerging as powerful, brand-agnostic voices in the industry. “We've started working with them to some extent, and want to build on it more,” Gheji says. “An end consumer will find it more relevant and believable when they hear it from somebody who's a plumbing specialist and brand agnostic than a company trying to sell to them.”

The process starts with careful vetting by the agency, followed by onboarding sessions to align tone and messaging. “Currently, we have started with a few influencers in the East, where we have a strong base, and are extremely strong in the South,” Gheji notes, with future expansion contingent on market maturity and competitive intensity.

Digital first, TV as a multiplier

Ashirvad’s media allocation is evolving in step with its data-driven research. “We've learned from our research that TV continues to be the largest reach media, but digital is catching up in a really big way,” Gheji says.

The surprise? “We were pleasantly surprised when the myth was broken that rural consumers do not consume as much digital; it actually is almost at par with TV in some cases in rural areas.”

As a result, the mix tilts toward digital for targeting precision, with outdoor formats keeping dealers and plumbers engaged. TV appears occasionally, mainly for brand stature. Print and radio take a backseat in favour of higher-impact, measurable channels.

Beyond broad-reach campaigns, Ashirvad is leveraging retail media and owned digital platforms to foster ongoing, non-transactional relationships with stakeholders.

Dealer and plumber loyalty apps deliver incentives, scholarships, and insurance benefits alongside product updates. “We also have Facebook page specifically for plumber content,” Gheji says. Dealer schemes can include overseas trips, while verified WhatsApp business communications keep partners informed about launches and offers.

“It’s about going beyond the transactional stuff to bond with stakeholders,” he adds.

Having previously worked in the automotive lubricants sector, Gheji sees parallels in how legacy industrial categories can evolve their marketing function.

“If you want to earn a certain margin and command a premium, then you need to differentiate yourself from other brands. And the best way of doing that is through effective marketing communication around the product, which is relevant and engaging,” he says.

For him, marketing is no longer a service function but a co-pilot to sales and operations. “The CMO’s role in this industry is to craft interesting narratives and enable the brand to find a place in the consumers heart and mind. This, in turn, allows us to grow profitably.”

Purpose Beyond Product

In an industry worth $19.8 billion in India, sustainability and social impact are becoming competitive necessities. Younger buyers expect purpose alongside performance.

“For the future of Ashirvad, it is important that these young consumers… care about our brand. For that to happen, Ashirvad needs to care about sustainability, water conservation, etc.,” says Gheji.

Initiatives include solar-powered factories, lake conservation projects, and skill-building via Ashirvad Plumbing Schools in Mumbai and Bengaluru. The Nal Jal Mitri Yojana in Karnataka empowers women with multi-skill training for water infrastructure maintenance. Even an ambulance service near its factories is part of the company’s community commitment.

Ashirvad’s brand transformation shows that even in a commoditised category, humour, cultural insight, and multi-stakeholder engagement can elevate a product most people never see. As pipes quietly move water from point A to B, the brand is moving its narrative from product specs to life impact.

And perhaps that’s the ultimate lesson: in marketing—as in plumbing—it’s not just about the flow, but where you’re directing it.