Finolex’s Navratri campaign is beautiful, but pipes don’t shine like ghagras

Finolex Pipes and Fittings has launched a Navratri campaign, which is an extension of its 'Peedhiyan Badlengi, Parampara Nahi' (Generations change, traditions don't) initiative. This new series showcases the vibrant tapestry of Navratri celebrations across India, bringing cultural stories to life through innovative visual storytelling. The campaign features three captivating videos exploring regional Navratri traditions, with AI-generated visuals bringing cultural stories to life.  

Sumit Bhatia, vice president of marketing and communications at Finolex Pipes and Fittings, stated, "Navratri embodies resilience, continuity, and unity—values that Finolex champions. Our visually stunning campaign not only honours enduring traditions but also invites audiences to connect with the festival's essence in a modern and engaging way."

The campaign encourages viewers to share their personal Navratri experiences on the pipe company’s social media platforms, fostering a community celebration of this cherished festival. By leveraging AI technology, Finolex aims to inspire audiences to appreciate the depth of Navratri traditions and reflect on how these customs evolve while maintaining their core significance.

Campaign’s take: Finolex’s Navratri campaign attempts to weave a connection between age-old traditions and its own brand identity, but the link feels tenuous at best. The first ad in this three-part series, featuring AI-generated visuals of Rabari artisans crafting iconic mirrorwork garments, attempts to celebrate tradition through modern tech. The shimmering ethnic wear—so intrinsic to Navratri’s garba dance—looks stunning, but when tied back to pipes and fittings, the connection feels forced.

While the visuals of the weavers from Rabari village beautifully capture the essence of cultural craftsmanship, they stand in stark contrast to Finolex’s product offering. This juxtaposition raises the question: Is the brand jumping on AI-powered storytelling, which is eye-catching in this instance, just to cash in on the latest tech trend? Was it really the right fit to convey brand values when those values are primarily centered on plumbing infrastructure?

Yes, tradition is important—and Finolex is trying to lean into this notion. But pipes aren’t quite mirror-embellished ghagras (skirts). It’s a commendable effort to ride the festive wave, but the campaign might leave some viewers scratching their heads. Finolex, despite championing the continuity of tradition, seems to have missed the mark on how to seamlessly tie its message into the Navratri narrative. The clever use of AI may make for visually engaging content, but at the end of the day, the campaign feels more about cultural appreciation than brand connection.