Prince Pipes underwent a split of the companies, due to family conflict. Prince Pipes needed to stand out from the ‘other Prince’ both in look as well as image.
To introduce the new brand identity of Prince Pipes and make it the brand of choice for consumers and trade, despite being a first time advertiser.
The idea was to connect the various leaks that happen in India with the ‘no leakage’ property of Prince Pipes, thus making it a memorable spot.
The new identity of Prince has been well received in the market with the 'no leak' proposition leading to a spurt in sales.