Aquaguard Launches a TVC for ‘Har Water Purifier Aquaguard Nahi Hota’ Campaign

Eureka Forbes Limited, India’s leading health and hygiene company and the maker of Aquaguard, today launched a TVC for the ‘Har Water Purifier Aquaguard Nahi Hota’ campaign. Aquaguard is synonymous with water purifiers in India through its innovations and many industry firsts.

Through this TVC, the brand aims to create awareness among consumers about the benefits of ‘active copper ionic infusion’ and the need to drink copper-infused water for holistic growth. The ad plays on the generation-gap narrative, showing a conversation between Madhuri Dixit and her grandmother, with both agreeing on the science-backed belief that copper-infused water is good for the body. The campaign has been planned by Taproot Dentsu will be launched across all media channels and platforms.

Marzin R Shroff, MD & CEO, Eureka Forbes, said: “Over the past three decades, Eureka Forbes has reengineered the water purification industry by introducing new technologies and solutions to address changing consumer needs. Eureka Forbes has always ensured that its consumers are well informed about the newest technologies, and it provides them products best suited to their needs. Through this campaign and TVC, we are continuing our crusade to build a more aware and healthy India. We’re making a substantial difference to the lives we touch.”

“Aquaguard with Active Copper combines traditional wisdom with the latest innovations science has to offer. Pitting a Dadi and a Poti against each other seemed like an engaging way to capture this dichotomy. And getting Madhuri Dixit to play both characters was the icing on the cake,” said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, Mumbai.

Over three decades, the brand has successfully retained its leadership position by relentlessly introducing new technologies to address changing customer needs and environmental conditions. Aquaguard is the choice of more than 150 lakh mothers across India and 1.62 lakh doctors. With several patented technologies like Biotron, Nutrition, Mineral Guard and Activated Copper Maxx to its name, Aquaguard also has the largest service network.

Aquaguard is the only water purifier brand to invest in research and development on varying water conditions in more than 7,000 pin codes and has developed 21 purification technologies to combat as many conditions. It has received more than 130 certifications by leading water laboratories across the world and has been conferred with numerous Indian and international awards for its superior technology.

Being a leader in the water purification category, Aquaguard’s new campaign is another aggressive move to highlight the clear differentiation created through its innovative technologies to the life of the consumer and to strengthen brand preference.



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