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Finolex Pipes & Fittings expands award-winning campaign with TV stars nationwide
Mumbai: Finolex Pipes and Fittings is raising the stakes in its celebrated ‘Peedhiyaan Badlengi, Pipe Nahi’ (Generations Change, Pipes Don’t) campaign by going hyperlocal. The leading Indian pipe manufacturer has enlisted popular television personalities across regional networks, driving the campaign’s message deeper into India’s diverse communities. This innovative approach sees well-known faces from Zee TV, Zee Telugu, Zee Kannada, and Star networks connecting directly with their audiences.
Krishna Kaul, star of Zee TV’s Kumkum Bhagya, takes the lead in engaging the Hindi-speaking market. In the Telugu-speaking regions, Chandu Gowda from Trinayni on Zee Telugu builds rapport with viewers, while Zee Kannada’s Laxminivasa actor Dhanajaya resonates with Kannada audiences. Tamil-speaking viewers recognise Vijay’s Vetri Vasanth from Siragadika Asai, while Maharashtra audiences are greeted by Amit Bhanushali from Tharla Tar Mag on Star Pravah.
“We’re amplifying our ‘Peedhiyaan Badlengi, Pipe Nahi’ campaign, reaching deeper into India’s regional markets,” explains Finolex Pipes & Fittings, VP of marketing & communications, Sumit Bhatia. “Our partnership with local television stars allows us to speak directly to customers in their cultural context, reinforcing our legacy of quality.”
Kaul shared his enthusiasm, noting, “The campaign’s message resonates deeply with Indian families. Just as our daily serials bring families together, Finolex has been a trusted presence in Indian homes for generations.”
Bhanushali added, “In Maharashtra, viewers welcome me into their homes every day. As a Finolex brand ambassador, I’m proud to represent a brand that shares this deep connection with Indian households.”
The campaign, enhanced through a collaboration with Zee Entertainment, leverages TV, digital platforms, and social media to strengthen regional connections with targeted content. ZEEL, chief growth officer – digital & broadcast revenue, Ashish Sehgal commented, “We are thrilled to partner with Finolex Pipes & Fittings on this unique, influencer-driven campaign across Zee TV, Zee Telugu, and Zee Kannada. This partnership blends the reach and influence of our channels and characters with Finolex’s commitment to quality and reliability.”
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
