In the last three decades, Aquaguard, the figurehead in water purification has successfully presented various new technologies to address the changing needs of customers and focus on health benefits. Through the new campaign with Madhuri Dixit, Aquaguard launches Active Copper + Zinc Booster technology.
During the pandemic, it was perceived that there was an unmatched increase in Zinc consumption and nowadays people are more aware of the function and importance of micro-nutrients in building overall health. The new technology by Eureka Forbes, Active Copper Zinc Booster Cartridge infuses Copper and Zinc ions into the water to give pure and enriched healthy water.
When water moves through the cartridge, zinc and copper infuse with it presenting the double goodness of both. The campaign features the famous Madhuri-Dadi Jodi, both acted by Madhuri Dixit featuring Aquaguard’s technological superiority by stirring the water with the goodness of Copper and Zinc. Madhuri as Dadi displays casual confidence using the line Jahan Aquaguard Hota hain.
Marzin R Shroff, Managing Director, Eureka Forbes Ltd shared while talking about the campaign that Aquaguard as we all know had always been a leader in water purification. He said that with Copper and Zinc ionic infusion, their new range focuses on the goodness of both copper and zinc. They continued their endeavour of developing innovative technologies to meet the ever-changing needs of their consumers to build a healthier India.
Yogesh Rijhwani (Executive Creative Director) of Taproot Dentsu India communications Pvt LTD stated that when they talked ‘Madhuri’ and ‘Aquaguard’, the one word that comes to their mind is ‘legacy!’ It was that legacy factor and the bond that India shares with both the actor as well as their home water purifier – that helped them shape this campaign. Also, he added that she was fabulous to pull this off with such ease.
Madhuri Dixit, brand ambassador of Eureka Forbes Ltd. explained that their generations are changing but certain old-time habits are still intact. She added that Aquaguard’s copper + zinc innovation was something she had always believed in – it made the belief in the communication message stronger. She had fun doing another ‘old generation vs new generation’ role again.
The newly launched Copper and Zinc cartridge will be available across the Aquaguard range. The campaign has been designed by Taproot Dentsu India communications Pvt LTD, produced by YellowLifafa and will be available across all media channels and platforms.