Ashirvad by Aliaxis, a fluid management solutions company, has rolled out a campaign '#SaafPaaniSaafAataHai', for its Ashirvad Aqualife+.

Conceptualised by Leo, the campaign comprises two films. Shining the spotlight on an invisible factor inside every home – the water pipes, both the ads drive home a serious message – ‘When it comes to clean water, ignorance isn't bliss – it's a risk!’

In the first film, a guest suddenly bursts into hiccups and cheekily refuses a glass of water when the homeowner hesitates over which brand of pipes was installed. His playful antics, though amusing, soon uncover a deeper worry - he’s not willing to take chances with his health unless it’s Ashirvad Aqualife+.

A similar twist plays out in the second film. A young relative visiting an elderly couple’s new home comes up with increasingly bizarre excuses to avoid drinking water. His odd behaviour is eventually explained and it is revealed that he’s just being extra cautious.

Both films wrap with a clear, consistent message - when it comes to your family’s health, only a trusted water pipe will do.

What we think about it: Taking a light-hearted refreshing approach, the campaign delivers an important health message through humour and storytelling. Rather than hammering viewers with technical specs or scare tactics, the ads use everyday scenarios and subtle wit to underline the brand's core message.

Amit Gheji, chief marketing and strategy officer, Ashirvad by Aliaxis, said, “Health is a top priority today—yet we rarely think about which pipes carry the water we drink. We count every calorie in the food we consume, purify our water, and choose the right bottles—but overlook the pipes hidden behind our walls. The truth is stagnant water and heat can turn ordinary pipes into breeding grounds for microbes. That’s why we launched India’s 1st Anti-microbial pipe, Ashirvad Aqualife+, with silver ion technology that prevents microbial growth. It’s a serious innovation—but we chose to highlight it with humour because sometimes the best way to spark awareness is with a smile.”

Rajeev Rakshit, executive director, Bangalore, Leo, said, "At Leo, we believe creativity works best when it solves real business problems. With Ashirvad Aqualife+, we saw a unique product proposition and paired it with a culturally resonant insight—India’s unspoken discomfort about water in someone else’s home. This became the spark for a campaign that’s not just memorable, but meaningful. By tapping into everyday behaviour and turning it into storytelling, we’ve stayed true to our belief in ideas that are human, insightful, and business impacting.”