PVC pipes and fittings brand Finolex has unveiled a four film-led campaign, featuring former cricketer Virender Sehwag. The campaign idea stems from the insight that people tend to forget who is behind life’s many things that stand the test of time, just like they would forget Finolex’s ‘long-lasting’ pipes. Ogilvy has conceptualised the campaign.
Gayatri Prakash Chhabria, manager, strategy and marketing, Finolex Industries said, "When you have a sound experience with a product, you don’t mull over its existence because it performs its function silently. The campaign stemmed from this simple thought which is a perfect reflection of Finolex Pipes, a true make in India, for India brand, celebrating 40 years of superior quality, reliable and long-lasting pipes. One of India’s most reliable cricketers, Virender Sehwag, lends his trademark charisma and entertaining nature wonderfully to the campaign that has been conceptualised by the ad guru Piyush Pandey himself."
Piyush Pandey, chief creative officer worldwide and executive chairman India, Ogilvy said, “Long-lasting Finolex Pipes are market leaders. They walk like a leader and talk like a leader. That is the essence of the new campaign.”
Prasoon Pandey, director, Corcoise Films said, “What makes this campaign so endearing is that it brings together two very similar personalities. Virender Sehwag is so special because throughout his career he managed to keep things unbelievably simple, lighthearted and let his bat do all the talking. Precisely, that has been the approach of Finolex Pipes – to make great quality pipes, forget all else and let the pipes do the talking. It was super fun working on this campaign because it is as tongue-in-cheek as Viru himself.”
Client: Finolex Pipes
Creative agency: Ogilvy Mumbai
Chief creative officer worldwide and executive chairman India, Ogilvy: Piyush Pandey
CEO, Ogilvy India: Kunal Jeswani
Executive creative directors, Ogilvy Mumbai: Talha Bin Mohsin, Mahesh Parab