Sintex has launched a new campaign highlighting its position as the original brand behind India’s water tank category. Conceptualised in partnership with Sideways, the campaign focuses on how, over the past five decades, “Sintex” has become so closely associated with water tanks that consumers often use the brand name as a generic term for the category, including when referring to competing products.
Through the campaign, Sintex reinforces its positioning as the original Sintex, while reminding consumers that although several brands now offer water tanks, the name remains strongly associated with the category.
The campaign builds on a familiar consumer behaviour in which brand names become synonymous with entire product categories. Using a simple and humorous retail interaction, the campaign highlights the importance of brand recall at the point of purchase while reinforcing Sintex’s pioneering role in India’s water storage market.
Yashovardhan Agarwal, Director, Sintex and Managing Director, Welspun BAPL, said the campaign celebrates the trust and legacy Sintex has built over five decades. He noted that the line “Tanki Matlab Sintex” has become associated with quality, durability and reliability, while the campaign also seeks to reinforce the distinction between Sintex and other water tank brands.
Abhijit Avasthi, Founder, Sideways, said the challenge for a brand that becomes synonymous with its category is that its name can eventually become generic. He added that the campaign uses a familiar retail situation rather than a loud claim to remind consumers to ask for the original brand.