Astral Pipes has announced the launch of a brand film highlighting inclusivity and universal access to clean water.
The brand film features individuals from diverse backgrounds, cultures, ages, races, paying homage to the hidden narrator.
As the narrative unfolds, it is revealed that the revered entity is none other than water, symbolised by a tap connected through Astral Pipes. The powerful imagery highlights the notion that water does not discriminate, echoing Astral Pipes' long-standing commitment to providing equitable access to clean drinking water for everyone.
Kairav Engineer, Executive Director, Astral Pipes, said, “At Astral Pipes, we believe that plumbing is not just about pipes and fixtures; it's about connecting people to what truly matters to all of us – clean water. Our new brand film embodies our core values of inclusivity and unwavering dedication to delivering quality water solutions. For over 25 years, Astral has remained committed to ensuring access to clean and safe drinking water for all. We hope this film serves as a powerful reminder that we are all connected through our need for clean water, and it is our collective duty to protect this valuable resource. This campaign reaffirms our mission to continue serving communities with top-notch products that prioritise hygiene and well-being."
Akshat Trivedi, Creative Head, The Womb, said, “When we were working on the brief, we remembered something absolutely essential, yet hiding in plain sight – a Pyaau. A public place that quenches thirst for each and everyone. A great yet unassuming unifier that is almost like a holy place ‘Yahaan jo bhi aata hai, usey paani milta hai'. A powerful social concept that outweighs the tendency of any discrimination namely Caste/Creed/Ideology and so on. We wrote hundreds of lines and characters and the distilled ones were crafted into the final film. Furthermore, we needed a voice that would reflect the spirit of 'Paani' with purity, warmth, and wisdom.”
Heval Patel, Head of Account Management, The Womb, said, “In a functional category, especially like pipes, consumer involvement is very low. It was necessary that we integrate the brand in the cultural fabric of India and make the brand more endearing and inclusive. ‘Pyaau’ as a symbol of inclusiveness highlights the notion that water does not discriminate, echoing Astral Pipes long-standing commitment to providing equitable access to clean drinking water for everyone.”
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