Brands
Birlanu seals the deal with leakproof promise in playful new campaign
MUMBAI: When it comes to plumbing promises, Birlanu isn’t letting a single drop or secret slip. The CKA Birla Group company has rolled out a cheeky new brand campaign built around the pledge of “Infinite peace of mind with Birlanu Leakproof Pipes”, tackling one of homeowners’ biggest frustrations: leakage.
The star of the show is Birlanu’s Trufit Technology, an engineering precision process that ensures perfect alignment between pipes and fittings, delivering truly leakproof joints. The company’s pipes span more than 20 product categories, from CPVC, uPVC and SWR to silent, underground drainage, HDPE, MDPE, gas lines, water tanks and more.
The film, conceptualised by DDB Mudra with media handled by Madison, takes a refreshingly light approach: two mischievous kids share secrets through a pipe, with not a whisper or a drop escaping. The metaphor is clear: what happens inside a Birlanu pipe, stays inside a Birlanu pipe.
Birlanu chief marketing officer Peeyush Bachlaus said the campaign reflects “the trust our customers place in the Birla name every day” and presents the leakproof solution “in a loving manner”. Birlanu chief business officer for Pipes, Arun Kumar Magoo, added that Birlanu is also the first in the industry to adopt Organic Based Stabilizers (OBS) for uPVC pipes and fittings, offering a 100 per cent heavy metal-free formulation, a move that reinforces its nature-positive, safety-first credentials.
Backed by advanced mould design, precision extrusion, and a future-focused product portfolio, BirlaNu aims to blend engineering excellence with sustainable practice. The integrated campaign is hitting TV, OTT, digital, OOH and BTL channels, targeting both urban and rural markets for maximum reach.
With its pipes promising to hold water literally and figuratively Birlanu is making sure leakage is nothing more than a childhood game.
Brands
Almonds Ai appoints Gajendra Arya as head of technology
IIT Bombay alumnus with 20+ years’ experience to lead AI innovation push
MUMBAI: Almonds Ai has appointed Gajendra Arya as its head of technology, strengthening its leadership bench as it scales its AI-led engagement and loyalty platforms.
An alumnus of IIT Bombay, Arya brings over two decades of experience in building scalable enterprise and consumer technology platforms. His career spans key leadership roles across companies such as CarDekho, Zypp Electric and Escrowpay, where he led product innovation and large-scale digital transformation initiatives.
In his new role, Arya will oversee the company’s technology strategy, product architecture and innovation roadmap. His focus will be on strengthening Almonds Ai’s AI ecosystem and building next-generation platforms designed to enhance brand and channel partner engagement.
Almonds Ai co-founders Abhinav Jain and Apurv Modi said, “Technology is the backbone of everything we are building at Almonds Ai. As we continue to push the boundaries of AI-driven engagement and loyalty ecosystems, having a leader like Gajendra onboard significantly strengthens our vision.”
Speaking on his appointment, Gajendra Arya said, “Almonds Ai is building a powerful ecosystem at the intersection of technology, data and partner engagement. I am excited to work on scalable platforms that help brands create stronger relationships through intelligent, technology-led solutions.”
With this move, Almonds Ai is doubling down on its innovation roadmap, aiming to expand its AI-powered loyalty and rewards ecosystem while accelerating global growth.
