Marketing Featured South Asia

Silvin’s latest campaign spotlights side-effects of self-compounding PCV additives

Mumbai, India – India’s lead-free additive brand, Silvin, has launched a new campaign for its new offering ‘All-in-One Super1Pack’. This campaign, which is centred around cricket, playfully highlights the disadvantages of not having the right mix of PVC additives and how that could affect the manufacturing process.

According to Silvin, the combinations and ratios of additives like stabilisers, lubricants, impact modifiers, and processing aids are indispensable to PVC and CPVC manufacturing. Manufacturers, however, measure their own combinations, also known as self-compounding, which can be detrimental to the process. Silvin’s All-in-One Super1Pack solves this problem by providing the right combination of additives for better output.

Developed in partnership with DDB Mudra, the film draws attention to the side effects of self-compounding by showing a field full of wicketkeepers struggling to play a game of cricket. While it somewhat works, it’s not the game we all know and love because it lacks the right mix of players that perform different roles.

Jagat Chokshi, Silvin’s director, shared that the PVC/CPVC industry is highly dependent on self-compounding when it comes to additives that are crucial to the manufacturing process. 

“At Silvin, we achieve the right combination of additives through customisation and innovation, which is not only cost-effective for our clients but is also environmentally friendly,” said Chokshi.

Meanwhile, Pallavi Chakravarti, DDB Mudra’s creative head – West, commented that they strongly believe that brands are built through engaging and effective story-telling – whether they be consumer-facing or industrial in nature.

“The Silvin campaign, created by our Ahmedabad office is a prime example of us realising that belief through a light-hearted execution that lands the product benefit sharply via a metaphor that is universally understood,” said Chakravarti.

The new campaign is now live across social media and digital platforms.