Aquaguard's 'Har Water Purifier Aquaguard Nahi Hota' campaign has Madhuri Dixit in a double role

Eureka Forbes Limited, the health and hygiene company and maker of Aquaguard, has launched a new TVC for its ‘Har Water Purifier Aquaguard Nahi Hota’ campaign with Bollywood star Madhuri Dixit.

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, also played by herself, 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 and launched across all media channels and platforms.

Marzin R Shroff

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.”

Pallavi Chakravarti

“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.

Aquaguard’s new campaign is another aggressive move to highlight the differentiation created through its innovative technologies to the life of the consumer and to strengthen brand preference.

The TVC:

Credits:

Client: Aquaguard

MD & CEO, Eureka Forbes: Marzin R Shroff

Creative Agency: Taproot Dentsu

Executive Creative Director, Taproot Dentsu, Mumbai: Pallavi Chakravarti

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