ITV

Tag: CKA Birla group

  • 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.
     

  • Deepali Naair steps down as group CMO at CKA Birla Group after power-packed run

    Deepali Naair steps down as group CMO at CKA Birla Group after power-packed run

    MUMBAI: Marketing heavyweight Deepali Naair has called time on her high-voltage tenure as group chief marketing officer at the CKA Birla group, wrapping up a transformative 2.5-year stint marked by bold rebranding moves, big-league M&As, and boardroom-to-ground level action across a sprawling portfolio of businesses.

    Naair, a veteran of IBM, IIFL, Mahindra Holidays and L&T Insurance, exits after helming marquee projects like the launch of BirlaNu, renaming of Trust Hospitals, and the pivotal transition from CK Birla Group to the sharper, sleeker ‘CKA’ moniker. Her remit spanned industrial giants—from NBC Bearings to GMMCO, Orient Electric to Avtec—and included stints leading marketing strategy for Birlasoft, Neosym, and the group’s hospitals and fertility ventures.

    “It felt like being at a private equity firm with a front-row view,” Naair said in a LinkedIn post, recalling her tenure that also saw her coordinate four mergers and acquisitions, launch a new school, and even host the president of India.

    Colleagues describe her as a formidable mix of brand savant and business tactician—one who brings both EQ and IQ to the table. Known for her cross-industry versatility, Naair has toggled between digital transformation, brand identity overhauls, and sales pipeline acceleration with equal flair.

    The exit marks the close of yet another chapter in a career that spans three decades and top-drawer roles at Tata Motors, BPL Mobile, Marico, HSBC Asset Management, and Mahindra group, where she was also on the diversity council. From launching Mediker’s “school adda” campaigns to reshaping demand patterns at Mahindra resorts via analytics, Naair has consistently played in the big leagues.

    With no announcement yet on her next move, speculation is already swirling about what challenge she’ll take on next. If history is anything to go by, it’ll be bold, brand-first, and anything but boring.