BirlaNu, a part of CKA Birla Group, has rolled out a campaign, 'Kuchh Leak Nahi Hoga', introducing BirlaNu Leakproof Pipes.

Conceptualised by DDB Mudra, the campaign comprises a film. Centered around two children, the ad taps into the universal childhood memory of a pipe being used as a communication channel between friends. The film showcases two children devising an ice-cream plan, while communicating through a pipe. As one of them grows anxious that the plan will get out, the other friend assures him that nothing will get 'leaked', subtly pointing to the leakproof aspect of the pipes.

What we think about it: The film breaks away from the typical category codes of construction sites and technical specifications. The use of pipe as a form of communication is unique and is a clever metaphor for the features of the brand's product. 

Peeyush Bachlaus, chief marketing officer, BirlaNu, said, “This campaign captures what truly differentiates us – the promise of leakproof performance and the trust our customers place in the Birla name every day. With leakage being a frustrating and recurring concern for consumers, the campaign presents the solution in a loving manner using a conversation between two kids. At BirlaNu, we are engineering peace of mind by combining precision-led innovation with sustainable design and rigorous quality. This campaign is our commitment to connect more meaningfully with consumers not just by solving a key problem but by shaping expectations for future water management solutions.”

Iraj Fraz, creative head, DDB Tribal, said, “This is a tonality-setting ad for brand BirlaNu, a newly rechristened building solutions company by CKA Birla Group. A charming conversation that could be enabled only through BirlaNu leakproof pipes. While the category is cluttered with campaigns showing leaks, dampness and plumbers, BirlaNu wants to talk to homeowners, builders, and designers with stories that are as refreshing and as distinct as their products. Shot in Manali, the kids actually exchanged secret notes during the shoot through the pipe without any fear of leaks. And we’re confident homeowners would likewise trust these pipes inside their walls, without any fear of leaks.”