Finolex Goes Hyperlocal with Regional TV Stars

Finolex Pipes and Fittings has taken a significant step in its marketing strategy by expanding its popular "Peedhiyaan Badlengi, Pipe Nahi" campaign. The brand has partnered with well-known television personalities from various regions of India to connect with audiences in their native languages.

This hyperlocal approach aims to strengthen the brand's connection with consumers and reinforce its message of durability and reliability. By leveraging the influence of regional TV stars, Finolex aims to create a deeper impact and resonate with viewers on a personal level.

The campaign features a diverse lineup of popular actors, including Krishna Kaul from Zee TV's Kumkum Bhagya for the Hindi-speaking market, Chandu Gowda from Zee Telugu's Trinayni for the Telugu-speaking regions, Dhanajaya from Zee Kannada's Laxminivasa for the Kannada audience, Vetri Vasanth from Star Vijay's Siragadika Asai for the Tamil market, and Amit Bhanushali from Star Pravah's Tharla Tar Mag for the Marathi audience.

Sumit Bhatia, Vice President of Marketing & Communications at Finolex Pipes and Fittings, said, "By partnering with regional television stars, we're reinforcing our commitment to quality while speaking to customers in their own language and cultural context."

The campaign emphasizes the enduring nature of Finolex pipes and fittings, highlighting how they stand the test of time. The regional stars lend their credibility to the brand, reinforcing its message of trust and reliability.

Ashish Sehgal, Chief Growth Officer - Digital & Broadcast Revenue, ZEEL, expressed his enthusiasm for the partnership, stating, "This partnership seamlessly blends the reach and influence of our channels and characters with Finolex's commitment to quality and reliability."

The expanded campaign will be implemented across various media channels, including television, digital platforms, and social media. The region-specific content will ensure that the message resonates with audiences in their respective languages and cultural contexts.

By adopting this hyperlocal approach, Finolex aims to further strengthen its brand position and drive sales in key regional markets.