Mumbai, 10th August, 2026: Sintex, India’s leading water storage solutions brand, 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 addresses how, over the last five decades, “Sintex” has become so synonymous with water tanks that consumers often use the brand name as a generic term for the category, even when referring to competing brands. Through the campaign, Sintex reminds consumers that while many brands today offer water tanks, there is only one original Sintex.
The campaign draws on a familiar consumer behaviour where category names often become interchangeable with the original brand, gradually blurring distinctions in everyday language and purchase decisions. Using a simple and humorous retail interaction, it highlights the importance of brand recall at the point of purchase while reinforcing Sintex’s pioneering role in creating and leading the category.
Yashovardhan Agarwal, Director, Sintex and Managing Director, Welspun BAPL, said,
Over the last five decades, Sintex has become one of India’s most trusted brands and this new TVC celebrates this trust and legacy that Sintex has built over generations. For millions of consumers, the iconic line ‘Tanki Matlab Sintex’ has become synonymous with quality, durability, and reliability. At the same time, the campaign reinforces an important distinction: Tanki Matlab Sintex, but not all water tanks are Sintex. As the original brand that transformed water storage in India, we remain committed to leading the category through innovation, quality and trust, while helping consumers make the right and informed choice.
Abhijit Avasthi, Founder, Sideways, said, “When a brand becomes synonymous with its category, it creates a challenge that most brands never face. Your biggest asset, your name, starts becoming generic. We felt the best way to address this wasn’t by making a loud claim, but by holding up a familiar retail moment that people instantly recognise. Sometimes, the simplest reminder is the most powerful one: if you want the original, ask for the original.”
The campaign marks a renewed brand-building effort for Sintex, reaffirming the trust, leadership and category-defining legacy the brand has built over the last five decades while reminding consumers that when they think of Sintex, they should think of the original brand.
Watch the film here: https://youtu.be/l58jTJRfgDA
About Sintex
Sintex is a part of Welspun World and is India’s leading and most trusted manufacturer of quality water management solutions. With a legacy of almost 50 years, Sintex has pioneered innovations that set benchmarks in quality, reliability, and sustainability across its diverse product portfolio – domestic and commercial water storage tanks, UPVC doors, decorative panels and electrical products. Trusted by millions of customers, Sintex currently operates seven state-of-the-art manufacturing plants across India and has built a strong network of channel partners to ensure accessibility and service excellence.
Sintex products are designed with the NXT Sintex advantage that uses process & polymer innovation to deliver category first benefits to consumers, like protection from virus, bacteria, fungus and algae. With its ‘Saaf, Safe, Sahi’ philosophy, Sintex ensures that every product is hygienic (Saaf), durable and reliable (Safe), and the perfect choice for homes across India (Sahi).
Welspun World, a US$ 5 billion diversified conglomerate with a strong presence in home textiles, steel, line pipes, building material, infrastructure and flooring solutions, acquired Sintex, a leading manufacturer of liquid storage solutions and other plastic products through its flagship company Welspun Corp Limited in 2023.
For more information, visit https://www.sintexonline.com/
