Finolex Pipes launches Navratri campaign to celebrate enduring traditions

Finolex Pipes and Fittings, renowned as India’s leading pipe manufacturer, has launched a Navratri campaign as part of its ongoing initiative, ‘Peedhiyan Badlengi, Parampara Nahi’ (Generations Change, Traditions Don’t), celebrating the enduring cultural ethos of India. The campaign aims to highlight the rich traditions of Navratri, a significant Hindu festival celebrated across India, through an innovative series of videos.

Pune, known for its vibrant cultural scene, serves as the backdrop for this campaign, which was kicked off on the 7th of October, 2024. The initiative seeks not only to showcase the diversity of Navratri customs across different regions but also to engage a digital audience through the use of cutting-edge AI technology in its visual storytelling. Each video in the series captures distinct regional traditions and is designed to bring these cultural stories vividly to life.

The campaign features three videos, with the first one already released. The second video is slated to be unveiled today, October 7th, with the concluding part scheduled for release on Wednesday, October 9, 2024. The use of AI-generated visuals represents an innovative step in cultural storytelling, allowing the campaign to engage modern audiences while preserving the cultural essence of the festival.

Mr. Sumit Bhatia, Vice President of Marketing and Communications at Finolex Pipes & Fittings, explained the campaign’s essence: “Navratri embodies resilience, continuity, and unity – values that Finolex champions. Our visually stunning campaign not only honors enduring traditions but also invites audiences to connect with the festival’s essence in a modern and engaging way.” His statement underscores the campaign’s aim to bridge generational gaps through shared cultural experiences and modern digital engagement.

An integral part of the initiative is the invitation to audiences to share their personal experiences of Navratri on Finolex’s social media platforms. This approach aims to foster a sense of community and shared celebration among participants, encouraging them to reflect on and share how these timeless traditions continue to evolve with the times.

As India’s most trusted pipe brand, Finolex Pipes and Fittings is not only committed to delivering quality and innovation in its products but is also dedicated to preserving and celebrating the cultural heritage of India. This campaign, much like their long-lasting products, emphasizes the timeless nature of cultural traditions that withstand the test of time.

The ‘Peedhiyan Badlengi, Parampara Nahi’ campaign builds upon the successful Ganesh Chaturthi initiative by the company, reinforcing the belief that while the form may change, the essence of cultural practices remains eternal. This initiative not only aligns with the company’s core values but also with its philosophy of resilience and continuity, themes that resonate deeply with the spirit of Navratri.

Source: Noah Wire Services