The humorous TVC, conceptualised by Madison BMB, moves away from the category promise of ‘strength’ and is based on the simple premise that Prince Pipes are leak-proof
BestMediaInfo Bureau | Mumbai | July 31, 2014
Prince Piping System, which has been in the market since 1970, specialising in pipes and fittings, has come out with a television campaign for the first time. The TVC has been conceptualised by Madison BMB, the advertising unit of Madison World. The film conveys one simple message - Prince Pipes never leak - in a humourous manner.
The agency’s research identified that consumers harboured several concerns about leaking pipes, since they led to connecting problems like damp walls, which not only damage the house, but also the building. This understanding led to the differentiated proposition ‘Prince Pipes never leak’.
Raj Nair, CCO, Madison BMB, said, “We saw an opportunity in the fact that, as a category,
pipes haven’t seen any great advertising. There was an obvious need to put Prince Pipes on the map. The communication needed a differentiated proposition brought alive by a great idea and supported by memorable execution, which we have achieved. The film directed by Gajraj Rao (Code Red) has a lot of memorable moments and a superb track. We don’t mind the film being ‘leaked’ by viewers sharing it. Other elements will follow shortly.”
Madison BMB juxtaposed the functional proposition of ‘no leaks’ against the socio-political insight that ‘in India, everything leaks’. The 60-second TVC shows several instances of ‘leaks’ – exam paper leak, tender papers leak, MMS and SMS leak, private mails leak, cricket bookie and religious scandals, finally arriving at the point that the only thing that doesn’t leak is a Prince pipe.
Prabha Prabhu, CEO, Madison BMB, commented, “Pipes is a low-involvement category. We looked at brands which created consumer interest for low involvement categories. The success of these brands was not high advertising spends, but highly entertaining and relevant advertising. We decided to go with a simple but differentiated promise of ‘No leakage’, moving away from the category promise of ‘strength’, and the task of making the advertising highly memorable.”
Talking about the response to the campaign, Parag Chheda, Joint MD, Prince Pipes and Fittings, said, “We screened the campaign during the dealer/distributor conference held recently in Goa and received an excellent response.”
The edited version of the TVC will be released on digital media. The campaign will also be extended to print, outdoor and radio platforms.
Client: Prince Piping Systems
Agency: Madison BMB
Production House: Code Red
Director: Gajraj Rao