Amit Gheji, Chief Marketing and Strategy Officer at Ashirvad by aliaxis, was featured in MediaNews4U in an in‑depth interaction discussing how consumer engagement in the pipes and fittings industry required translating technical product benefits into relatable, everyday stories. The feature explored Ashirvad’s evolving marketing approach in a traditionally low‑involvement category, where building awareness and trust among end consumers could be particularly challenging.
In the interview, Gheji highlighted Ashirvad’s recent brand initiatives, including the launch of a series of films that brought attention to the often‑overlooked role of water pipes in ensuring safe drinking water. By using humor, familiar household situations, and simple storytelling, the campaigns demonstrated how complex technical innovations—such as Ashirvad Aqualife+, India’s first anti‑microbial uPVC pipe—were communicated in a manner that resonated emotionally with consumers and made the invisible visible.
The article underscored Ashirvad’s belief that effective consumer engagement went beyond functional messaging and required meaningful narratives that connected innovation with real‑life concerns around health, safety, and trust. The feature reinforced Ashirvad by aliaxis’s commitment to category leadership through purpose‑driven marketing, consumer education, and innovation‑led storytelling. Read the full article here.