Finolex promotes well-being with water

The TVC, conceptualised by TSC Consulting, aims to establish the brand's new positioning of 'Tarakki Zindagibhar'

Akansha Srivastava | Mumbai | December 3, 2014

Click on the image to watch the TVC.

Finolex Industries, a leading manufacturer of PVC pipes & fittings and PVC resins, has rolled out a new TVC to communicate its new brand positioning - the company's metamorphosis from being a pure pipe maker to undertaking management of water. The creative agency, TSC Consulting, has created a TVC to communicate the brand's ideology 'Tarakki Zindagibhar'.

Subramani Ramchandran, Founder, Bombay Vision and Chief Creative Director, TSC Consulting, said, “Essentially, the brief was to celebrate water. Water gives life, progress, prosperity and so on. Fundamentally, Finolex is a rural, agri-based product. Very few people know that it has recently reached urban areas too. So, we have made a balance between rural and urban scenarios in the TVC. We wanted to talk about spreading happiness through water. The ad is done in a very poetic way. Water represents 'zindagi' in the ad. All the scenes are sequenced around how water brings well-being.”

The TVC begins by showing water bursting out of a Finolex pipe and along with the movement of water, the video touches upon moments of happiness and prosperity, with the voice-over relating water to life in a poetic way. One can see children playing in water, a girl happily taking a bath and a little girl setting a paper boat afloat, a wife playfully splashing water on her husband, a man quenching his thirst by drinking water out of a Finolex pipe. The ad ends with the tagline 'Tarakki Zindagibhar'.

Prakash P Chhabria, Executive Chairman of Finolex Industries, said, “The commercial aims to communicate the simple message that water can bring great happiness all around. The burst of water from the pipe is symbolic of the happiness that it brings. Water can give so much, but it needs to be conserved especially in India where it is a scarce resource. The reason for our entry into the business of management of water is to help India conserve water, which, in turn, translates into 'Tarakki Zindagibhar'.”

Tarun Singh Chauhan, Advisor, Finolex Pipes, added, “This is a commercial where clearly water is the hero. The company's association with management of water is communicated subtly through the happiness that is spread all around by water. The commercial reinforces the new brand positioning of the company through the tagline 'Tarakki Zinbdagibhar'.”

Apart from the TVC, Finolex is communicating its new positioning through radio, outdoor and digital platforms.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: TSC Consulting

Creative Team: Subbu, Sharleen Fernandes, Amol Koyande

Account Management: Ashish Nalawade

Production House: Candid Creations

Director: Kiran and Abaan Deohans

Executive Producer: Mohan Joshi

DoP: Arvind Singh

Production Designer: Madhu Sarkar, Rinku

Music Director: Rajat Dholakia

Editor: Sandeep Sethi

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