Brands
HIL Ltd. Launches new TVC campaign for its green building brand Birla Aerocon
MUMBAI: Birla Aerocon, the green building solution brand from the house of HIL Ltd. which is India’s leading and Asia’s most trusted building material company, today announced the launch of a new TVC campaign ‘Naam Birla Dekhke Lena’. The TVC showcases the superior quality that Birla Aerocon offers in the category to its customers.
Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes. Using the plumber as the protagonist, the TVC starts with a plumber who to the annoyance of others in his family, is having to change his name almost daily. It is later revealed that the overpromises made by technicians– ‘kuch hua na, toh naam badal denge’ was the reason behind a new name every day as his blind promises were never fulfilled due to the sub-standard pipes installed at customer’s home. The commercial ends with a voiceover – Pipe ho lena to naam Birla dekhke lena, which beautifully sets the mood for the commercial and helps the plot unravel highlighting the quality, durability, and reliability of Birla Aerocon pipes.
Commenting on the TVC Dhirup Roy Choudhary, MD & CEO, HIL Ltd, said “Birla Aerocon Pipes and Fittings, from the house of HIL, is a world-class product that is made with TrueFit Technology which ensures leak-proof pipes and fittings. Our latest campaign for Birla Aerocon pipes and fittings showcases the trust BIRLA as a brand entails, which is world renowned and is associated with top quality products. Our products cement the same trust amongst all our channel partners through our superior quality of pipes and fittings. Through the campaign, you can see how together with our products we are building the trust and happiness amongst customers and plumbers alike.”
Nilay Moonje, Group Creative Director, Ogilvy said, "When it comes to repairs or fitting pipes we rely on the word of the experts in the field, the plumbers. We thought, what if we made the plumber our hero as well as the victim of ordinary pipes and in turn communicate the reliability and assurance of Birla Aerocon Pipes. So we got this hilarious idea of a plumber who literally puts his name and reputation on the line." In addition to that he says, "All credit to the Client team for loving and supporting the script all the way and Suresh Triveni for doing such a fabulous job directing it."
Brands
Ranveer Singh joins Crossbond as brand ambassador for India push
Engineered wood brand taps star power to boost reach and design appeal
MUMBAI: Crossbond has signed Ranveer Singh as its brand ambassador, marking a key step in its efforts to expand visibility and strengthen its presence across the Indian market.
The engineered wood and decorative panel brand plans to roll out an integrated campaign featuring the actor, with a mix of print and visual media set to go live from early April. The campaign will spotlight its flagship products, including HDMR Max and Boiltough, with a focus on durability and reliability.
Backed by the Metro Group, Crossbond has built a portfolio spanning MDF, HDMR and particle boards, along with laminates, acrylic panels and flooring solutions. These products cater to a wide range of applications, from furniture manufacturing to interior design and architectural projects.
The company is positioning this association as more than just a celebrity endorsement. By bringing Singh on board, it aims to connect more deeply with architects, interior professionals, dealers and end consumers, while reinforcing its image as a modern, design-forward brand.
Speaking about the partnership, Ranveer Singh said he was drawn to the brand’s focus on strength and finish. “I’m excited to partner with Crossbond, a brand that stands for strength, reliability and modern design. Whether it’s furniture, interiors or modern spaces, strength and finish matter. That’s what Crossbond is all about.”
Crossbond managing director Ram Agarwal said, “This partnership with Ranveer Singh marks a proud milestone in Crossbond’s journey. His energy and individuality align strongly with our evolving brand vision. As we expand our presence across India, this collaboration reflects our commitment to inspiring a new era of design, craftsmanship and innovation.”
With new campaigns in the pipeline, the brand is betting on a blend of product strength and star appeal to stand out in a competitive category. If all goes to plan, Crossbond’s next phase of growth could be as bold and high-energy as its new ambassador.
