Campaign India Team
Oct 28, 2023

Astral Pipes celebrates 25 years' journey with an ode to water

Watch the film conceptualised by The Womb here

Astral Pipes has rolled out a campaign that celebrates the brand's 25+ years' journey. The campaign ahs been conceptualised by The Womb and underscores the significance of the inclusive and unifying nature of water as a life-giving liquid.
 
The campaign consists of a film which features people from diverse backgrounds, cultures, races, and ages along with an unseen narrator. As the narrative unfolds, the identity of the 'voice' is revealed to be none other than that of the universal 'thirst-quencher', symbolised by the quintessential public tap. It highlights how water does not discriminate between individuals as they seek to quench their thirst and treats everyone equally while providing clean drinking water to each one.
 
Kairav Engineer, executive director, Astral Pipes, said, "At Astral Pipes, we believe that plumbing is not just about pipes and fixtures; it's about connecting people to what truly matters to all of us – clean water. Our new brand film embodies our core values of inclusivity and unwavering dedication to delivering quality water solutions. For over 25 years, Astral has remained committed to ensuring access to clean and safe drinking water for all. We hope this film serves as a powerful reminder that we are all connected through our need for clean water, and it is our collective duty to protect this valuable resource. This campaign reaffirms our mission to continue serving communities with top-notch products that prioritise hygiene and well-being."
 
Akshat Trivedi, creative head, The Womb, stated, "When we were working on the brief, we remembered something absolutely essential, yet hiding in plain sight – a Pyaau. A public place that quenches thirst for each and every one. A great yet unassuming unifier that is almost like a holy place ‘Yahaan jo bhi aata hai, usey paani milta hai'. A powerful social concept that outweighs the tendency of any discrimination namely caste/creed/ideology and so on. We wrote hundreds of lines and characters and the distilled ones were crafted into the final film. Furthermore, we needed a voice that would reflect  the spirit of 'Paani' with purity, warmth, and wisdom."
 
Heval Patel, head, account management, The Womb, added, “In a functional category, especially like pipes,  consumer involvement is very low. It was necessary that we integrate the brand in the cultural fabric of India and make the brand more endearing and inclusive. ‘Pyaau’ as a symbol of inclusiveness highlights the notion that water does not discriminate, echoing Astral Pipes's long-standing commitment to providing equitable access to clean drinking water for everyone.”
 
 
Brand: Astral Pipes
Kairav Engineer, executive director
Yogen Parikh, GM Marcom
Jay SK, manager Marcom
Anurag Shah, executive Marcom
 
Agency: The Womb 
Founding partner: Navin Talreja and Kawal Shoor 
Creative Team: Akshat Trivedi, Siddharth Mehta, Makarand Berde, and Shiv Parashar.
Account Planning: Manisha Sain, Uchit Gupta, Saagarika Sayani 
Account Management: Heval Patel, Raj Shah, Krupali Zaveri  
 
Production House: Chrome Pictures 
Director: Amit Sharma 
Executive producer:  Napolean Daniel 
 
Source:
Campaign India

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