Ranveer Singh and Astral look to get pipes into the focus

After recently appointing The Womb to handle its creative and strategy, Astral has released a campaign featuring Ranveer Singh, its new brand ambassador.

 

Two of the four films are currently on air. One film (above) shows a man trying to escape his house, with his friend waiting for him. The man is hanging on to a cloth instead of getting out. His friend asks him what is he thinking about, to which the man replies - pipe. The girl exasperatedly asks him who thinks about pipes - that's when Singh appears and states that since no one thinks about pipes, Astral does and has created the most trustworthy pipes.   

Kairav Engineer, vice president - business development, Astral Poly Technik, said, "The country is giving a big push to the infrastructure sector, and the real estate industry is also showing signs of revival post-Covid. But as opportunities open up, and competition grows, we thought this was a good time to take stock of the Astral brand and get ready for the future. We also needed a clear positioning for the brand that allows us to straddle all the opportunities- infra, residential, projects, and agri. We had brought The Womb in as our brand-building partner some time back, and we're very excited with the new positioning and the new campaign we have for the brand. In addition, Ranveer coming on board as our brand endorser will help in strengthening our brand equity and solidify our leadership position in the category."

 

Kawal Shoor, co-founder, The Womb, said, “When people are building their homes, they naturally think of what's important in their eyes, or what's visible. Our research showed that pipes were neither thought of as that important nor are they visible. You could do either make them see the importance of pipes, which is going against the grain of human nature, as people suddenly don't start thinking of something as important just because an ad campaign says so. Or accept that reality and create a strategy around it. We chose the latter and used the inherent trust that the influence community (dealers, plumbers, etc.) had in the brand. We believe that over time, after this campaign has run, India will start giving weird responses to an innocuous question like, 'kya soch rahe ho?'."

 

CREDITS:

Client: Astral Pipes

VP - business development: Kairav Engineer

MarCom head: Yogen Parikh

MarCom team: Jay SK

Creative agency: The Womb

Founders: Navin Talreja and Kawal Shoor

Account management head: Heval Patel

Account management team: Santosh Ramaswamy and Richa Shah

Planning team: Rohit Mani and Abhijit Sharma

Creative head: Suyash Khabya

Creative team: Sabbir Mohammad and Shreyas Manjrekar

Production house: Chrome Pictures

Director: Amit Sharma

Producer: Daniel Amanna