GroupM, WPP’s media investment group, has conceptualised a visual spectacle in the outdoor landscape of Kolkata for Skipper Pipes, a manufacturer of polymer pipes and fittings.
Skipper’s “India’s Safest Pipes-Festival of Safety” campaign draws inspiration from Durga Puja. The campaign features Goddess Durga’s idol installed on a footbridge, with her Trident symbolically slaying Mahishasura. This powerful imagery parallels how Skipper Pipes protect people from water impurities, just as Ma Durga shields us from evil forces.
This campaign links traditions with modern infrastructure by replacing Goddess Durga’s Trident with Skipper Pipes to symbolise the removal of water impurities. The lead-free pipes take centre stage as the key weapon against contamination, highlighted by illuminated, motorised movements alongside the Durga idol. This unique installation cuts through the clutter and makes a striking visual impact.
The campaign was published until October 31, 2024, with a focus on key high-traffic locations. Strategic out-of-home placements, including the foot overbridge at E.M. Bypass Ruby Crossing and a unipole at Metropolitan Bypass, were selected to reinforce the message and maximise visibility across South and North Kolkata.
Anirban Pal Chowdhury, Marketing Head, Skipper Pipes, said, “At Skipper Pipes, we believe that safety is divine. The Out of Home Innovation has wonderfully captured the passersby’s attention of the Skipper Pipes’ priority on safety, ensuring a traditional appeal and long-lasting impression during the auspicious festive season of Durga Puja. The installation turned out to be a veritable eyesore, showcasing its superior power and safety.”
Ajay Mehta, Managing Director, GroupM OOH Solutions, said, “By blending modern infrastructure with traditional elements, the campaign creates a standout visual impact, highlighting our technological expertise and dedication to innovative, long-term solutions through the effort put together from planning to execution. There is a need for drawing inspiration from the festivities, and we saw an opportunity from Durga Puja on how crucial it is to protect our families from water contamination, just as Ma Durga shields us from evil forces.”
