Sintex: Goddess Ganga's Revenge

Tania Patel, Shekhar Pandey

India's prime manufacturer of water tanks, Sintex, wanted to demonstrate its 'active-thinking' philosophy and create a brand association that extended beyond the physical products it made.

Campaign details

Brand: SintexBrand owner: Sintex Industries LimitedLead agency: DDB Mudra GroupCountry: IndiaIndustries: Industrial & manufacturingMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Sintex single-handedly created the overhead water tanks category in India. However, over the years, the Sintex brand became generic to the category and every black overhead water tank was referred to as Sintex.

The company wanted to demonstrate its philosophy of 'active thinking' and make a difference to society at large.

Being a water storage solution, it made sense for Sintex...

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