‘Infinite Peace of Mind’ theme highlights leakproof assurance and advanced TruFiT Technology
New Delhi, 11th August 2025 – BirlaNu, a part of the multi-billion-dollar CKA Birla Group, has launched a new brand campaign with the promise, “Infinite peace of mind with BirlaNu Leakproof Pipes.” The initiative addresses the persistent consumer concern of leakage, positioning BirlaNu Leakproof Pipes as the trusted choice for long-term reliability in plumbing solutions.
The campaign showcases BirlaNu’s leadership in delivering secure, durable, and technologically advanced plumbing systems. With over 20 product categories — including CPVC, uPVC, SWR, Silent, Underground Drainage, Foamcore, Pressure, Column, Casing, HDPE, MDPE, Gas, Electrofusion Fittings, and Water Tanks — BirlaNu’s innovation is anchored by its proprietary TruFiT Technology. This engineering advancement ensures perfect alignment between pipes and fittings at both mould and extrusion levels, resulting in 100% leakproof joints.
Peeyush Bachlaus, Chief Marketing Officer, BirlaNu, said,
> “This campaign captures what truly differentiates us – leakproof performance and the trust in the Birla name. By addressing leakage, a recurring frustration for consumers, we’re presenting the solution in a warm, relatable way through a conversation between two children. At BirlaNu, we’re engineering peace of mind with precision-led innovation, sustainable design, and rigorous quality.”
The brand’s “No Leakage” promise comes alive through a metaphorical, light-hearted film where two children use a pipe to share secrets — perfectly preserved without a single drop leaking, literally or figuratively. This playful storytelling not only demonstrates product reliability but also builds an emotional connection, positioning BirlaNu as a trusted and refreshingly different brand in the category.
Conceptualised by DDB Mudra and supported by Madison for media, the campaign underscores BirlaNu’s commitment to innovation and sustainability. Arun Kumar Magoo, Chief Business Officer – Pipes, BirlaNu Ltd., said,
> “Innovation drives everything we do, from engineering excellence to eco-friendly practices. We are the first in the industry to use Organic Based Stabilizers (OBS) for uPVC Pipes and Fittings — a 100% heavy metal-free formulation. This reflects our nature-positive approach and our promise to deliver India’s safest pipes.”
The integrated campaign spans television, OTT platforms, digital, outdoor, and BTL activations, ensuring widespread reach across urban and rural markets.
About BirlaNu
BirlaNu, part of the CKA Birla Group, is a leading manufacturer of advanced plumbing and water management solutions. Known for its innovative engineering, sustainable practices, and quality-first manufacturing, BirlaNu offers an extensive portfolio of leakproof pipes and fittings designed for durability and long-term performance.
Link to the campaign: