July 2026: CLEAR Premium Water has launched ‘FakeSeFree’, a music-led consumer awareness movement against counterfeit products that seeks to bring an everyday purchasing habit into public consciousness, look twice before you buy.
At the centre of the movement is an original music video that approaches the subject through a medium people naturally engage with.
The movement builds on that ability, transforming a subject that is usually discussed in boardrooms and enforcement circles into one that enters playlists, conversations and everyday culture.
While the movement draws inspiration from challenges observed in the bottled water industry, its relevance extends far beyond a single category. In a marketplace where similar names, colours and packaging can often blur the line between genuine and deceptive products, a moment of awareness can become the difference between an informed purchase and an unintended one.
For bottled water in particular, purchasing decisions are frequently made in transit, at restaurants, retail counters, airports, railway stations and public events, where familiarity often influences choice more than verification. The movement aims to reinforce a simple consumer habit: pause, check and then choose.
Rather than treating awareness as a one-time message, the movement is designed around the belief that lasting behavioural change happens when the messages become part of the culture. By expressing the idea through music and performance, the movement seeks to give consumer awareness greater recall, wider reach and a more enduring place in public conversations.
Speaking about the movement, Nayan Shah, Founder & CEO, Clear Premium Water, said: “At CLEAR Premium Water, we believe brands have a responsibility that extends beyond the products they sell. FakeSeFree reflects that belief. While the campaign draws inspiration from challenges within our industry, its message is relevant across categories. We chose music because it has the unique ability to bring people together, spark conversations and make important messages memorable. If this initiative encourages consumers to become just a little more mindful before making a purchase, we believe it has served its purpose.”
With FakeSeFree, CLEAR Premium Water hopes to contribute to a future where awareness becomes instinctive, informed choices become habitual and authenticity is valued as much as convenience.
