Conceptualised by Triton Communications, the campaign features celebrity couple Madhuri Dixit Nene and Dr Shriram Nene advising people to concentrate on their health
BestMediaInfo Bureau | Delhi | April 30, 2015
With increasing water-borne diseases and deteriorating quality of groundwater posing a severe public health crisis in India, it has become important to spread awareness about the intake of quality water. According to the World Health Organisation’s (WHO) recommendations, drinking water should be free of contaminants and bacteria and have the right balance of essential minerals to be considered truly healthy and fit for drinking.
With an aim to address the issue of lack of awareness on the importance of consuming healthy drinking water, Aquaguard has launched a new positioning of ‘Shudh se Zyada, Sehat ka Vaada’. In its 33 years of existence, Eureka Forbes has been known to bring innovations and technologies to provide healthy drinking water to customers across India.
A new campaign has been created by Triton Communications and as part of this initiative, real life couple Madhuri Dixit Nene and Dr Shriram Nene will come together in a candid avatar to highlight the importance of consuming healthy water. The campaign will be launched across all media channels and platforms. The ad film showcases the importance of consuming purified water. Both the protagonists are seen positioning the right elements of purified water and their advantages.
Marzin R Shroff, CEO - Direct Sales and Senior VP, Marketing, Eureka Forbes, commented, “Safe water, pure unpolluted air and hygienic living for all Indians has been the vision of Eureka Forbes. As health care and culture innovators, Dr Shriram Nene and Madhuri Dixit Nene believe that life is all about balance: staying in great shape and living up to our full potential. It is about building the ecosystem and helping those around you to do the same. It is this larger cause of healthy living and shared values and vision that binds Eureka Forbes and the celebrity couple together.”
Ullhas Chopra, Executive Creative Director, Triton Communications, elaborated, “The water purifier conversation has always been around clean, safe and pure. The consumer sees ‘pure’ as healthy. Aquaguard had a challenge of communicating that pure isn’t enough. Removing bad isn’t enough. Retaining what’s good – the essential minerals is also critical. That is what makes water healthy. ‘Shuddh se Zyada, Sehat ka Wada’ makes people re-evaluate just pure. And the creative device of body being 70 per cent water drives home the criticality of drinking healthy water. With Madhuri and Dr Nene, we have the perfect combination of celebrity appeal and a doctor’s expertise to carry the message. Madhuri doing the hula hoop with her body being water is interesting visually and Dr Nene, though facing the camera for the first time, comes across as a natural and the couple has an appealing chemistry. We believe we have a simple, yet impactful communication that will have great cut-through.”
Commenting on her association with Aquaguard, Madhuri Dixit Nene said, “I have personally grown up drinking Aquaguard water and as a custodian of my family’s wellbeing, it gives me a sense of reassurance to be associated with the brand. Healthy water is an integral part of my workouts and dance routines, and it becomes especially important in order to prevent dehydration during long sessions.”
Speaking on his first-ever brand association, Shriram Nene said, “Knowing that Aquaguard has always remained so invested in its customers’ lives, fighting water contamination over the years, I am glad to be associated with a brand that lived up to its promise of providing safe water to citizens with constant innovation. We hope to make a difference towards building a healthier India through this association.”
Creative Agency: Triton Communications
Founder Director: Ali Merchant
Executive Director: Ashish Medhekar
Executive Vice-President, Brand Services: Virendra Saini
Director, Brand Services: Yogita Arvind
Executive Creative Director: Ullas Chopra
Strategic Planning Head: Rajesh Mehta
Strategic Planning Director: Khyati Sarang
Production: Keroscene Films
Director: Rajesh Saathi