Ashirvad by Aliaxis, a fluid management brand, has launched a refreshing new campaign to address a hidden yet crucial concern in every household, the quality of water pipes carrying drinking water. With two quirky yet thought-provoking films, the brand highlights its recent innovation, Ashirvad Aqualife+, India’s first anti-microbial uPVC pipe for drinking water.
Set in everyday Indian home settings, the films take a humorous look at an all-too-familiar social situation: the awkwardness around drinking water in someone else’s house. In both storylines, guests dodge offers of water with strange, laugh-inducing excuses until it’s revealed they’re only willing to drink from homes equipped with Ashirvad Aqualife+. With the tagline “No more strange excuses”, the campaign underscores the message that when it comes to clean water, ignorance isn’t bliss – it’s a risk.
Ashirvad Aqualife+ addresses a growing concern about microbial contamination in plumbing systems. Leveraging advanced silver ion technology, the pipes actively resist the formation of biofilms, which are home to microbes like algae, bacteria, and fungi. Designed for cold or regular water systems, the lead-free, UV-resistant, and crack-resistant product sets a new benchmark in health-conscious plumbing innovation.
Amit Gheji, Chief Marketing and Strategy Officer at Ashirvad by Aliaxis, commented, “Health is a top priority today, yet we rarely consider which pipes carry the water we drink. We count every calorie in our food, purify our water, and choose the right bottles, but overlook the pipes behind our walls. The truth is stagnant water and heat can turn ordinary pipes into breeding grounds for microbes. That’s why we launched India’s 1st Anti-microbial pipe, Ashirvad Aqualife+, with silver ion technology that prevents microbial growth. It’s a serious innovation, but we highlighted it with humour because sometimes the best way to spark awareness is with a smile.”
Leo Burnett drives creative storytelling, and the films are crafted to tap into cultural insight into how people perceive water in unfamiliar homes.
Rajeev Rakshit, Executive Director, Bangalore, Leo, said, “At Leo, we believe creativity works best when it solves real business problems. With Ashirvad Aqualife+, we saw a unique product proposition and paired it with a culturally resonant insight: India’s unspoken discomfort about water in someone else’s home. This became the spark for a campaign that’s not just memorable but meaningful. By tapping into everyday behaviour and turning it into storytelling, we’ve stayed true to our belief in ideas that are human, insightful, and business impact.”
The Aqualife+ campaign strengthens Ashirvad’s innovation-led brand positioning and expands its commitment to safe, smart, and sustainable plumbing solutions. With a blend of humour and purpose, the campaign invites consumers to question what lies behind their walls and choose pipes that truly protect from tank to tap.
