Finolex Pipes and Fittings’ short film celebrates women empowerment

New Delhi: Finolex Pipes and Fittings, has launched a short film that aims to redefine prosperity through the lens of women empowerment.

The film begins with a broken pipe threatening to derail a homemaker's festival preparations, when she encounters an embodiment of Goddess Laxmi – a female plumber. Through their interaction, the homemaker discovers the confidence to pursue her hidden talent in apparel design. 

The film aims to draw parallels between traditional divine blessings and modern manifestations of prosperity. The narrative also aims to integrate Finolex's brand values of trust and durability while highlighting a broader social message.

By portraying a female plumber as a modern embodiment of Goddess Laxmi, the film challenges stereotypes and celebrates the different ways prosperity enters our lives.

Sumit Bhatia, Vice President, Marketing and Communications, Finolex Pipes and Fittings, expressed, ‘This Diwali, we aimed to create something beyond the usual promotional messages—a short film that resonates with the heart and soul. Through the intertwined stories of two remarkable women, we delve into the timeless values that Diwali embodies: hope, prosperity, and transformation. As their paths intersect in contemporary India, we witness how small acts of kindness can ignite significant change, much like the first diya that lights up an entire room. One woman's journey from struggle to success mirrors the divine grace of Goddess Laxmi, illustrating that true prosperity is about empowering others and uplifting communities. The portrayal of a female plumber in our film is inspired by our dedicated CSR efforts. Through our partnership with Mukul Madhav Foundation, we have consistently supported and trained women plumbers, integrating them into the mainstream plumbing profession. This initiative has been actively encouraged by our Founder, Prakash P. Chhabria. In this celebration of light over darkness, we are honoured to be more than just observers; we are partners in India's ever-unfolding story, connecting dreams, illuminating homes, and uniting hearts across generations.”

The campaign film: