Skipper Pipes: A new skipper in the market

Pipe manufacturer Skipper Pipes ran its first campaign in India to grow awareness, consideration and sales.

Campaign details

Brand: Skipper PipesAgency: Mindshare IndiaRegion: APAC

Strategy

Objective

In March 2023, Skipper Pipes embarked on its maiden campaign – to disrupt the status quo in a market ruled by legacy brands like Finolex, Supreme, and Ashirwad. These industry giants had carved their dominance with distributor-led campaigns, celebrity endorsements, and impactful platforms, commanding widespread awareness.

To soar above the competition, Skipper Pipes strategically sought the support of India's top sporting celebrity, MS Dhoni, capitalizing on his immense popularity and positive influence in core markets. However, with Dhoni's staggering brand value of $80.3 million (Duff...

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