Kolkata-based manufacturer Skipper Pipes has announced the launch of its latest national advertising campaign featuring cricketer MS Dhoni. The campaign has been developed in collaboration with Mumbai-based creative agency ZeroFifty Mediaworks and highlights the company’s commitment to safety, reliability, and sustainability in its piping systems.
The new campaign consists of three short films that emphasize the brand’s lead-free and leak-free product features. It also places a spotlight on the role of plumbers, recognizing them as essential contributors in ensuring household safety and plumbing integrity. The films use a humorous and relatable narrative to convey technical product qualities in a manner that appeals to a broad audience.
Skipper Pipes, part of Skipper Limited, is known for providing high-performance piping systems for residential, agricultural, and industrial applications. The company has expanded its reach across various regions in India, emphasizing quality assurance and eco-friendly materials. Through this new campaign, Skipper Pipes seeks to strengthen its brand position as a trusted and safe solution provider in the piping industry.
According to company representatives, the campaign will be rolled out gradually across multiple media platforms, including digital, outdoor, and in-store channels. The brand expects the multi-touchpoint communication to enhance awareness and engagement nationwide.
Skipper Pipes Signs MS Dhoni
Commenting on the campaign, Siddharth Bansal, Director of Skipper Limited, said the association with MS Dhoni reflects the company’s values of integrity, resilience, and leadership. He noted that Dhoni has become a symbol of trust and dependability for households across India, qualities that align with Skipper Pipes’ brand identity. Bansal added that the continued collaboration with the sports icon underscores their joint vision of enabling homes built on safety and strength.
Bansal also highlighted that this campaign represents an important step in the company’s ongoing efforts to promote sustainable and safe material solutions. He reiterated Skipper Pipes’ focus on delivering products that exceed safety standards and contribute to public health by eliminating the use of hazardous substances like lead.
For the polymer division, the initiative marks another milestone. GS Sainath, President – Polymer Division, stated that the campaign not only reinforces the product’s technical benefits—such as being 100% lead-free and leak-proof—but also serves as a tribute to plumbers, who play a crucial role in ensuring installation quality and consumer safety. He said the communication aims to educate households about making informed decisions when choosing plumbing materials.
Creative Execution Detailed
From a creative standpoint, ZeroFifty Mediaworks, the agency behind the concept, sought to balance product messaging with human storytelling. Shriram Iyer, Co-founder of ZeroFifty Mediaworks, explained that the films emphasize everyday connections while integrating the product’s engineering benefits in an accessible way. He said the challenge was to create a campaign that resonated with both consumers and the trade community without over-relying on celebrity appeal.
The execution maintains a simple, relatable theme, focusing on humor and realism. This approach, Iyer noted, aligns with the agency’s broader philosophy of crafting narratives that speak directly to audiences through human-centered storytelling. The films depict Dhoni interacting with plumbers and homeowners in familiar scenarios, reinforcing the idea that strong homes start with safe plumbing systems.
The multi-media rollout is designed to ensure nationwide reach through a phased plan. Digital platforms, outdoor advertising, in-store branding, and new points of sale materials (POSMs/POPs) will form the campaign’s primary media mix. Skipper Pipes expects the initiative to not only build visibility but also strengthen its retail and consumer engagement efforts in key markets across India.
Industry Message
Industry marketers view this campaign as part of a broader trend where brands in traditional product sectors adopt storytelling-driven communication to build emotional resonance. By blending celebrity-led engagement with educational messaging, Skipper Pipes aims to connect technical product reliability with real-life consumer trust.
With this campaign, the company continues to underline its corporate purpose—delivering safe and sustainable plumbing solutions for modern Indian homes. The upcoming months will reveal how effectively this integrated effort translates into consumer preference and market growth.
