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Eureka Forbes appoints Taproot Dentsu as its creative agency

The mandate was won in a multi-agency pitch. The company with names like Aquaguard and Euroclean now plans to further fortify its position as category leaders

The mandate for Eureka Forbes’ water purifiers, air purifiers, vacuum cleaners and securityand surveillance solutionswas awarded to Taproot Dentsu following a multi-agency pitch.

With Taproot Dentsu on board, Eureka Forbes Limited, the health and hygiene brand, which has names such as Aquaguard and Euroclean, plans to further fortify its position as category leaders.

Marzin R Shroff, MD and CEO, Eureka Forbes Limited, said, “Taproot Dentsu’s creative ideas and holistic approach resonates with our ideology and strategy. We are confident that the agency’s understanding of our business and categories will help us in making our brandsmore engaging, intriguingand relevant to all our stakeholders. We wish the team success and look forward to an exciting journey together. I would also like to acknowledge the contribution of Triton Communications, which has helped us create and build our iconic brands over the last three decades.”

Commenting on the association, Umesh Shrikhande, CEO, Taproot Dentsu, said, “Aquaguard from Eureka Forbes is a brand that has been aleader and pioneerin the water purification space. For most Indian consumers,thename is synonymous with the category. The work they have done spanning visionary R&D, specialist selling and social initiatives is staggering. It is our privilege to get this opportunity to help the brand strengthen its leadership position. Equally, we are excited to work on their other important brands like Euroclean Vacuum Cleaners, Aeroguard Air Purifiers and Euro Vigil Security Solutions which are leaders in their own right.”

Commenting on the campaign, Santosh Padhi, Co-founder and Chief Creative Officer, Taproot Dentsu, said, “It is always challenging to create sharp and memorable communication for a rational/scientific category. More so when you are dealing with a respected leader brand like Aquaguard. We will pull out all stops to make sure that we create winning communication that’s differentiated.”

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, Mumbai, said, “From being chosen by default to being asked for by design – that is the only way to make a leader’s position even stronger. And it is what we will strive to do with a brand of Aquaguard's iconic stature. We are looking forward to the journey.”

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