In June this year, International Industries Limited (IIL) launched a nationwide campaign aimed at boosting awareness of their PPRC Pipes and Fittings and increase market penetration.

According to Zain Chinoy, Head of Marketing, IIL, the objective is to involve homeowners in the process of selecting high-quality pipes and fittings, so that they are spared from problems arising from substandard pipes.

Established in 1948, IIL has a significant export footprint in 60 countries and the company’s product line boasts over a dozen different types of pipes, including galvanised iron, scaffolding and sprinklers for fire fighting applications in buildings, steel as well as plastic gas pipes and high-density polyethylene (HDPE) duct pipes.

Given the growing population, the market for construction material is on the up. This includes cement and steel as well as pipes fittings – and IIL is a market leader in the last category. “We are the only company in Pakistan that is PSQCA certified; these pipes are made from 100% prime resin and food grade raw material in the manufacturing process,” says Chinoy.

PPRC Pipes & Fittings can be used for various applications in the transmission of pressurised warm or cold water for residential, commercial and industrial settings. As Chinoy says, PPRC Pipes & Fittings are not impulse purchases; purchase is based on the perception of quality and is usually determined by the contractor’s choice.

The campaign was launched across all media, including print, outdoor, POS, radio and digital. Chinoy explains that whereas BTL has been an ongoing and essential component of the brand’s overall promotional strategy, this was the first time IIL used mainstream media to launch a campaign.

The campaign targets homeowners and people looking to construct new homes, although the primary audience remains contractors and architects who recommend building material brands.

Taimur Tajik, Executive Creative Director, Manhattan International (IIL’s creative agency) says that as pipes are concealed, it is extremely costly and laborious to repair them, hence the campaign tagline No Leaks, No Problem and the emphasis on the importance of quality and the problems substandard pipes can lead to.

According to Tajik, the response has been positive and so far, the campaign has received approximately 221000 views on IIL’s Facebook page. “We have received a lot of praise on digital platforms where people are recognising the creativity of the concept and execution.”

The campaign uses a touch of humour to communicate the functional benefits of PPRC Pipes & Fittings. As Tajik puts it: “Pipes and fittings are not exactly the kind of product customers are attracted to. So we decided to create a communication that first entertains the audience and then informs them”.

Shot at Bhopal House in Karachi and IIL’s factory in Sheikhupura, the TVC revolves around Mian Jee, who has become used to living with leaks in his home because he has no way of solving the issue. According to Tajik, substandard pipes and fittings can ruin one’s home and life, and the idea was to depict IIL’s PPRC Pipes & Fittings as the hero in solving Mian Jee’s lifelong woes.

According to Tajik, the response has been positive and so far, the campaign has received approximately 221000 views on IIL’s Facebook page. “We have received a lot of praise on digital platforms where people are recognising the creativity of the concept and execution.”

Looking ahead, Chinoy adds that “the biggest challenge now is to ensure a smooth supply of the product.”