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Tag: BirlaNu

  • Birlanu seals the deal with leakproof promise in playful new campaign

    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.
     

  • A new coat of paint: HIL rebrands as BirlaNu Ltd

    A new coat of paint: HIL rebrands as BirlaNu Ltd

    MUMBAI: One of India’s heavyweight building materials suppliers is having a makeover. HIL Ltd, part of the $3 billion CK Birla Group, has swapped its workmanlike moniker for the snappier BirlaNu Ltd the company announced on Monday.

    The rebranding isn’t just cosmetic—it’s meant to cement the firm’s position in the global construction materials market. With 32 manufacturing facilities across India and Europe, and customers in more than 80 countries, BirlaNu appears to be building quite the empire.

    “Our new identity, BirlaNu reflects who we are at our core—a company who is always pushing forward,” declares president of the newly christened outfit Avanti Birla. “We’re in this business because we believe in quality, innovation and making things that last.”

    Birla, laying it on with a trowel, added: “Whether it’s creating better materials, improving sustainability, or bringing fresh ideas to construction, we’re here crafting innovative buildings and structures that stand the test of time.”

    The company has been busy mixing up its business portfolio. Managing director & chief executive Akshat Seth highlighted that BirlaNu has introduced organic based stabilisers in UPVC pipe manufacturing—”an industry first in India, eliminating heavy metals.”

    Not content with mere pipes, the firm has also “doubled our AAC block capacity in Chennai to four  lakh cubic meters per year, making it one of the country’s largest facilities,” Seth disclosed.

    In a move that will floor competitors, BirlaNu is bringing its “global premium flooring brand Parador to India,” marking its thrust into the home and interiors space.

    The rebrand appears to be more than just window dressing. With “integrity, collaboration and excellence at its core,” BirlaNu is clearly hoping its new identity will provide solid foundations for future growth.

    Whether this fresh lick of paint will help the firm nail its ambitious expansion plans remains to be seen. But one thing’s for certain: the company formerly known as HIL is determined not to hit the wall.