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Pipes manufacturers, Astral has launched its new campaign for the brand featuring Bollywood actor Ranveer Singh.
Coceptualised by The Womb, the campaign comprises two ad films, conveying the brand’s message that when thinking about pipes, it is not considered of much importance, Astral takes the responsibility of thinking about pipes.The films feature Singh giving this message to the viewers, when asked ‘Pipe ke baare mein kaun sochta hai?’
Kairav Engineer, vice president – business development, Astral Poly Technik, said, “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.”
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Kawal Shoor, co-founder, The Womb, said, “Our research showed that pipes were neither thought of as that important nor are they visible. You could 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. “Why think about it, when you can leave it to the trusted expert? 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?”
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