The film has been conceptualised by DDB Mudra, with Madison managing media duties.

BirlaNu, part of the CKA Birla Group, has unveiled its latest brand campaign, titled ‘Infinite Peace of Mind with BirlaNu Leakproof Pipes’. Focused on addressing one of the most persistent plumbing concerns-leakage- the campaign positions BirlaNu Leakproof Pipes as the ultimate solution, promising reliability, innovation, and long-term performance.

The campaign showcases BirlaNu’s leadership in secure, durable plumbing systems, spotlighting its advanced product engineering, quality-first manufacturing, and forward-looking approach to water infrastructure.

“This campaign captures what sets us apart-the assurance of leakproof performance and the trust placed in the Birla name,” said Peeyush Bachlaus, chief marketing officer, BirlaNu. “Leakage is a constant concern for consumers. We’ve approached this issue with empathy, using a warm and relatable story featuring two children. At BirlaNu, we are engineering peace of mind through precision innovation, sustainable design, and strict quality standards. This campaign is our way of meaningfully connecting with consumers while shaping the future of water management.”

Built around the brand’s core promise of “No Leakage”, the film uses a light-hearted metaphor to bring this commitment to life. At the heart of the story are two playful children who use a pipe to whisper secrets to each other. Not a single drop leaks-figuratively or literally-symbolising the unmatched integrity of BirlaNu Leakproof Pipes. Their secrets stay safe, just like water does.

The campaign film has been conceptualised by DDB Mudra, with Madison managing media responsibilities.

“At BirlaNu, innovation drives everything we do-from design to sustainability,” said Arun Kumar Magoo, chief business officer – Pipes, BirlaNu Ltd. “Our proprietary TruFiT Technology ensures leak-proof joints through advanced mould design and precision pipe extrusion. This campaign celebrates our commitment to delivering on that promise. We’re proud to be industry pioneers in adopting Organic Based Stabilizers (OBS) in our uPVC pipes-a 100% heavy metal-free formulation. It reflects our nature-positive approach and reinforces our dedication to offering India’s safest pipes.”

The campaign is being rolled out through an integrated media strategy including television, OTT platforms, digital, out-of-home (OOH) media, and BTL activations, ensuring deep penetration across both urban and rural markets.