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Tag: Astral Pipes

  • Conceptualised by The Womb Communications

    Ranveer Singh promotes Astral Pipes in new campaign

    By Our Staff

     

    Astral Pipes has launched a brand campaign with actor Ranveer Singh. It builds on a new catchphrase in Sindhi “Dadho Sutho” (very good). The campaign has been conceptualised by The Womb Communications.

     

    Said Kairav Engineer, VP – Business Development Astral Limited: “Our objective is to increase consumer involvement and preference for good quality pipes while the purchase decision is made. The average cost of residential plumbing is roughly about 2% of the overall cost of building a house. So the probable saving here could be minuscule against which the risk is so huge of jeopardizing entire house. We intend to educate consumers to invest in good quality pipes while spending to make their dream home.”

     

    Added Heval Patel, Head of Account Management, The Womb: “In a commoditized, low-involvement category, we were clear that we had to create a preference for Astral Pipes. In our numerous conversations with homeowners and influencers (plumbers/contractors) we understood that while people meticulously plan every aspect of their homes like interior decors, tiles, furniture, etc. to match lifestyle and status, they inadvertently end up using compromised pipes. As a leading and trusted pipe brand in India, we had to highlight the ill-effects of doing so and eventually make Astral synonymous with a very good quality pipe for the homeowners and the influencers and hence the use of the phrase “Astral Dadho Sutho”.

     

     

  • To enhance brand awareness on digital media

    Chimp&z Inc wins digital mandate for Astral

    By Our Staff

     

    Chimp&z Inc, the digital advertising agency from the house of Merge Infinity, was awarded the digital mandate for Astral Pipes, Astral Foundation, and Astral Adhesives. As per the mandate, the agency will be responsible for social media management, SEO, paid media and website maintenance for Astral Pipes and Astral Foundation.

     

    Kairav Engineer
    Kairav Engineer

    Said Kairav Engineer, Vice President – Business Development, Astral Limited: “Astral enjoys a great deal of trust and sizable equity in the Indian market. Always a step ahead with innovative products and smart solutions, Astral brands have been trailblazers in their respective industries. Our aim now is to amplify our digital communication with social media strategizing, video marketing, influencer marketing, and all the other upgraded digital tools. We look forward to enhancing Astral’s digital presence through this partnership.”

     

    Ashish Duggal
    Ashish Duggal

    Added Ashish Duggal, Vice President – Growth & Operations, Chimp&z Inc.: “We are thrilled to be associating with a group of brands that strive to set benchmarks with all their initiatives – the Astral Ltd. Chimp&z Inc’s integrated approach on the digital front clubbed with the brand’s efforts to serve consumers to the best of their abilities can be the inception of a strong alliance that delivers some remarkable work overtime.”

     

  • Actor Salman Khan appointed brand ambassador

    Lowe Lintas unveils campaign for Astral Pipes

    Lowe Lintas has unveiled a new campaign for Astral Pipes, the sanitary product offering from the house of Astral Poly Technik Ltd. The campaign features actor Salman Khan, who has been appointed the brand ambassador for Astral Pipes.

     

    This is the first time that Astral has roped in a high profile brand ambassador. Sharing his thoughts on Salman Khan being chosen as the brand ambassador, Sandeep Engineer, MD- Astral Poly Technik said, “Our association with Salman Khan is in sync with our brand communication that highlights the strength of our products. We are confident that our association with Salman Khan as the brand ambassador will further strengthen our brand image and take it to the next level.”

     

    Explaining the campaign’s concept, Sagar Kapoor, ECD-Lowe Lintas said, “Being a low involvement category, the homemaker does not take keen interest in deciding on the quality and make of pipes for their homes. With leakage being the most common problem, it is the plumber who decides on what to purchase without even consulting with the homemaker. Through this TVC, we wanted to convey that if you wish to resolve the issue, then it is essential that you tend to the root problem – bad pipes.”

     

    With a number of players operating in the marketplace, the challenge was to make the communication sound different yet appealing. While leakage is a common problem facing many households, not many players came forward with the promise of offering foolproof solutions to tackle the problem – something that Astral Pipes conveys with conviction in the commercial.

     

    On casting Salman as a Plumber, Kapoor said, “Astral wanted to become the first choice of the homemaker and offer adequate leakage-proof solutions. We realized that our biggest influencer was the plumber and therefore to celebrate him we used Salman’s character as a plumber who’s also the face of the brand.”

     

    Astral Poly Technik plans to put out more executions of the concept in various on and offline touch-points including television, social media, outdoor and activation to reach out to the masses in the coming months.