Sumit Bhatia on how Finolex is balancing legacy and progress to chart growth path

In conversation with Adgully, Sumit Bhatia, VP – Marketing & Communications, Finolex Pipes and Fittings, highlights the brand’s unwavering commitment to innovation, trust, and social responsibility. Bhatia speaks about Finolex’s journey of over 43 years, evolving from its agricultural roots to becoming a leading name in plumbing and sanitation solutions.

He also sheds light on the brand’s impactful initiatives in 2024, including the Diwali campaign celebrating women empowerment, which resonated deeply with audiences and reinforced Finolex’s dedication to fostering meaningful social change.

Bhatia further discusses the success of their hyperlocal campaigns featuring regional TV stars, which connected authentically with grassroots audiences, strengthening the brand’s regional affinity. He underscores how embracing modern marketing strategies like Generative AI, influencer collaborations, and data-driven outreach has enabled Finolex to stay ahead in a competitive market. Through a blend of innovation and purposeful storytelling, Finolex continues to uphold its legacy while remaining relevant and forward-looking in a rapidly evolving industry.

Finolex Pipes and Fittings has been a trusted name in Indian households for years. How would you define the brand’s vision in today’s evolving market?

For over 43 years, Finolex Pipes and Fittings has remained committed to delivering superior-quality products with trust and reliability at the core of everything we do. Our journey, marked by the evolution from ‘Finolex Pipes’ to ‘Finolex Pipes and Fittings’, signifies our proactive approach to meeting the dynamic needs of Indian households and industries. While our legacy remains strong in agriculture, we have expanded into plumbing and sanitation, positioning ourselves as a comprehensive solutions provider.

In today’s evolving market, our vision is to balance legacy and progress. By anticipating customer needs, we constantly innovate to stay relevant and offer solutions that are durable, efficient, and forward-looking. Finolex understands the role it plays in the lives of its customers, and we take pride in being part of India’s development story – be it in homes, cities, or fields. Our focus remains on delivering quality products while fostering trust and confidence with every decision. As we move forward, our mission is clear: to continue evolving, meeting the demands of tomorrow, and ensuring that Finolex remains synonymous with excellence in every household and industry.

The recent Diwali campaign highlighting women empowerment was both heart-warming and impactful. Could you share the inspiration behind this initiative?

The inspiration for our Diwali campaign stemmed from the themes of hope, transformation, and empowerment – values that align perfectly with both the festival of lights and Finolex’s ethos. Diwali represents prosperity and new beginnings, and we wanted to tell a story that resonates deeply with modern aspirations while staying rooted in tradition.

In the campaign, we portrayed a female plumber as the modern embodiment of Goddess Laxmi. Her story symbolises empowerment and the breaking of stereotypes, inspiring a homemaker to take charge of her destiny by starting her own business. This narrative was not just a creative idea but a reflection of our ongoing CSR efforts in partnership with the Mukul Madhav Foundation. Through these initiatives, we actively train and integrate women into the plumbing profession, a cause championed by our Chairman, Mr Prakash P Chhabria.

By weaving together themes of prosperity, empowerment, and social change, the campaign challenged traditional gender roles while celebrating the spirit of modern-day India. At Finolex, we believe such stories spark meaningful conversations, fostering inspiration and trust in the brand while reaffirming our commitment to making a difference.

What metrics or feedback indicate the success of this campaign?

The success of our Diwali campaign can be seen through a combination of measurable impact and qualitative feedback. On digital platforms, the campaign achieved impressive reach and engagement, capturing the attention of diverse audiences across geographies. Viewers resonated with the campaign’s emotional storytelling, which elevated its cultural and personal relevance.

The narrative struck a chord with our customers, as seen in their interactions and heartfelt responses, with many appreciating the positive portrayal of women empowerment. Beyond views and shares, the campaign also fostered a deeper connection with the brand, strengthening Finolex’s position as a forward-thinking and socially responsible company.

Positive media coverage and influencer amplification further extended the campaign’s reach, allowing it to gain momentum and encourage word-of-mouth conversations. Most importantly, the campaign helped reinforce Finolex’s core values – trust, durability, and empowerment – while creating a lasting impression. This dual success of driving visibility and leaving an emotional impact validated the campaign’s effectiveness and its ability to resonate with modern India.

Finolex’s hyperlocal initiative with regional TV stars was a fresh approach to grassroots marketing. What were the key challenges and learnings from this campaign?

The hyperlocal campaign presented an exciting opportunity to connect with audiences at the grassroots level by leveraging regional TV stars. However, executing this initiative came with challenges. One of the primary hurdles was identifying the right regional personalities who would authentically represent the brand and resonate with the local audience. Another challenge was integrating our products, such as pipes and fittings, seamlessly into their narratives since these products, while essential, are not naturally part of everyday conversations.

To overcome these challenges, we ensured that the storytelling remained relatable, focusing on familiar scenarios where our brand could feature naturally and meaningfully. This helped us connect emotionally with the audience while staying relevant to the category. Aligning the campaign with festive seasons further amplified its impact, as we could capitalise on peak viewership and audience engagement.

The campaign provided key learnings. Partnering with recognisable faces helped break through market clutter and enhanced recall. Additionally, relatable and familiar storytelling strengthened trust and ensured a deeper emotional connection. The campaign demonstrated the importance of hyperlocal strategies to build regional affinity, and it reinforced the need for sustained follow-up campaigns to maintain visibility and remain top-of-mind in competitive markets.

What role does innovation play in your marketing efforts, and how do you ensure the brand stays ahead in a competitive market?

Innovation lies at the heart of Finolex’s marketing efforts. We have recently embraced Generative AI to craft engaging and creative campaigns such as our Ganapati and Navratri series, which have resonated well with audiences. Influencer marketing, in-film integrations, and cinema hall advertising have further diversified our strategies, while 360-degree campaigns like Wari and Rath Yatra highlight our capability to deliver impactful, comprehensive outreach initiatives.

In addition to these modern approaches, we leverage technology and digital platforms to create awareness, build trust, and engage effectively with consumers, plumbers, and distributors. Data-driven strategies allow us to understand evolving preferences, refine messaging, and deliver personalized experiences to diverse audience segments.

This blend of innovative outreach, storytelling rooted in festive and topical occasions, and a customer-centric approach ensures Finolex remains competitive, relevant, and aligned with future market demands.

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