In an exclusive interaction with MediaBrief, Sumit Bhatia, Vice President and Head of Marketing & Communications at Finolex Industries, speaks about the company’s latest campaign for Finolex Pipes and Fittings, titled Peedhiyan Badlengi, Parampara Nahi.
Bhatia shares insights behind the conceptualization of the campaign and outlines how it aligns with the brand’s overall identity. He also speaks about the creative process behind blending cutting-edge technology with cultural storytelling and highlights how Finolex leveraged AI to execute their vision.
Bhatia also expands on Finolex Pipes and Fittings’ marketing strategy and media mix for the campaign, its plans for the festive season, and its vision for the future.
Sharing the idea behind Peedhiyan Badlengi, Parampara Nahi, Sumit Bhatia says, “The Peedhiyan Badlengi, Parampara Nahi campaign for Navratri builds upon the success of Finolex’s recent Ganesh Chaturthi initiative, continuing to honor the belief that while times may change, traditions remain eternal.”
“This campaign,” he believes, “aligns seamlessly with Finolex’s brand essence, which emphasizes quality, reliability, and community engagement.”
“Just as we are committed to delivering superior products that stand the test of time, we also strive to foster connections that honor our cultural legacy. Peedhiyan Badlengi, Parampara Nahi encapsulates our dedication to innovation while respecting the traditions that have shaped us, reinforcing our role as a trusted partner in both infrastructure and community development,” comments Bhatia.
On the themes and narratives of the campaign
Bhatia elaborates on the significance of the three videos in the campaign and how they explore regional Navratri traditions across India. “Our Navratri campaign, Peedhiyan Badlengi, Parampara Nahi, celebrates the enduring cultural traditions passed down through generations.”
“The first video,” he shares, “highlights the Garbo tradition from Gujarat, where the decorated clay pot symbolizes creation and the goddess, reminding future generations to uphold not only the practice but the values it represents.
“The second video brings attention to the intricate mirror embroidery of the Rabari community in Kutch, a vibrant art form that adorns the Ghagra Choli, an essential part of Navratri attire. This craftsmanship reflects the community’s pride and adds color to the festival.
“The final video focuses on Dandiya Raas, a traditional dance tracing its origins to Vrindavan, symbolizing the victory of Goddess Durga over Mahishasura. The dance, performed with dandiya sticks representing Durga’s swords, celebrates courage and devotion, bringing people together in celebration.”
“Through these videos, we aim to show that while times change, the traditions and values that define our culture remain constant—just like the trust and durability Finolex Pipes offer across generations,” expresses Bhatia.
How Finolex fused together tech and culture
The campaign uses AI-generated visuals to bring regional stories to life. Bhatia delves into the creative process behind blending cutting-edge technology with cultural storytelling. “Our creative process for the Peedhiyan Badlengi, Parampara Nahi Navratri campaign centered on blending cultural authenticity with technological innovation,” states Bhatia.
He shares, “We began by collaborating with cultural experts to ensure our narratives accurately captured the essence of regional Navratri traditions. Then, working alongside AI specialists, we translated these stories into visually stunning sequences.”
“AI allowed us to recreate historical scenes, portray symbolic elements, and illustrate the evolution of customs over time—all within a single, fluid narrative. This not only resulted in visually captivating content but also opened up new avenues for audience engagement, sparking curiosity and encouraging viewers to look closer at the rich cultural stories we’re sharing,” adds Bhatia.
“Ultimately,” he says, “this campaign embodies Finolex’s commitment to innovation while honoring tradition, much like our approach to manufacturing quality pipes and fittings.”
On building cohesion through a mosaic of narratives
With Navratri traditions varying widely across regions in India, Bhatia reveals how Finolex Pipes and Fittings ensured that the campaign captured the essence of diverse traditions while maintaining a cohesive narrative.
“At the core of our approach was emphasizing the significance of Navratri that remains constant across regions, which allowed us to acknowledge regional differences while preserving a unified message. To achieve this balance, we implemented various strategies to understand the dynamics across regions.”
“Central to our campaign,” he highlights, “was the encouragement of viewer participation. By inviting our audience to share their personal Navratri experiences on Finolex’s social media platforms, we created a vibrant mosaic of diverse traditions from various regions.
“This user-generated content naturally showcased the rich variety of Navratri celebrations across India, providing an authentic representation of the festival’s diversity. Through the combination of these elements, we successfully created a campaign that celebrated the diversity of Navratri traditions across India.”
Finolex’s marketing strategy and media mix
Expanding on the marketing strategy and media mix for the campaign, Bhatia says, “Our Peedhiyan Badlengi, Parampara Nahi campaign for Navratri represents a strategic blend of traditional and digital marketing approaches. We’ve crafted a multi-faceted strategy that leverages various platforms to maximize reach and engagement.”
First, he highlights video content. “We’ve produced three distinct videos, each narrating a unique regional story of Navratri celebrations. These videos form the core of our content strategy, designed to resonate with diverse audiences across India.”
Talking about the importance of digital platforms, he says, “We’re heavily leveraging social media platforms to share our campaign videos and encourage user-generated content. Platforms like Facebook, Instagram, and YouTube are key to our digital strategy, allowing us to reach a wide demographic.”
Interactive engagement also plays a key role in Finolex’s marketing strategy. “We’re inviting viewers to share their personal Navratri stories on our social media platforms. This user-generated content strategy fosters community engagement and helps create a more personal connection with our audience.”
Further, Bhatia highlights regional targeting. “Given the diverse nature of Navratri celebrations across India, we’re using targeted advertising on digital platforms to ensure our regional stories reach the most relevant audiences.”
Underscoring the role of traditional media, he says, “While our focus is digital, we’re not neglecting traditional media. We’re using print and outdoor advertising in key markets to complement our digital efforts.”
“This festive season, we’re particularly focused on creating a seamless omni-channel experience. Our goal is to ensure that whether a customer encounters our brand online, in-store, or through traditional media, they receive a consistent and compelling message about Finolex’s commitment to quality and tradition,” adds Bhatia.
Finolex’s festive season marketing
Underlining the importance of festivals and cultural moments in shaping Finolex’s overall marketing strategy and its role in establishing a stronger bond with Indian households, Bhatia says, “Festivals are the heartbeat of Indian culture, and they’re absolutely crucial to our marketing strategy at Finolex.”
“During festivals, families come together, homes are renovated, and there’s a general sense of renewal,” explains Bhatia. “This aligns perfectly with our products and brand values.”
“Our campaigns, like Peedhiyan Badlengi, Parampara Nahi, tap into these moments, allowing us to connect with Indian households on an emotional level. It’s not just about selling pipes; it’s about being part of the family’s celebrations and aspirations,” he adds.
“By consistently engaging with these cultural touchpoints, we’ve managed to transform Finolex from just a pipes and fittings manufacturer to a brand that’s seen as an integral part of Indian homes. It’s this emotional connection that sets us apart in what could otherwise be viewed as a purely functional product category,” notes Bhatia.
Future vision for Finolex Pipes and Fittings
Bhatia shares that looking ahead, “At Finolex, our vision is clear – we aim to be India’s most trusted name in pipes and fittings while actively contributing to the nation’s infrastructure and water management needs. Our Peedhiyan Badlengi, Parampara Nahi campaign is a significant step towards this vision.”
“This campaign does more than just promote our products. It connects our brand with the enduring values of Indian culture. By linking our product’s durability with the timelessness of traditions, we’re building a deeper, more meaningful relationship with our customers,” says Bhatia.
Sharing how campaigns like Peedhiyan Badlengi, Parampara Nahi contribute to the overall growth of the brand and the lessons Finolex can take ahead, he shares, “The success of ‘Peedhiyan Badlengi, Parampara Nahi’ has taught us valuable lessons. It shows the power of storytelling in our industry. By tapping into cultural insights and emotional narratives, we’ve found a way to make our technical excellence more relatable to the average consumer.
Bhatia concludes by saying, “Our vision goes beyond pipes and fittings. We see Finolex as a key player in India’s progress, providing solutions that improve lives and support communities. With each campaign, each product, and each customer interaction, we’re building a legacy of trust and innovation that will last for generations to come.”
