Tag: Water purifier

Havells announces a new campaign ‘#SahiPaaniKaSignAlkaline’

Mumbai: Havells India has launched a new campaign titled “Sahi Paani Ka Sign, Alkaline” in a bid to raise awareness of its range of Gracia alkaline water purifiers that help to restore the alkalinity of water to pH 8+ and remove contaminants and disease-causing bacteria.

Started in August, the campaign will be promoted till the end of September on all social media platforms, including Facebook, Instagram, and YouTube, and will be amplified on digital platforms.

The first phase of the campaign is promoted through digital display advertising, and the second phase includes two videos that reinforce the overall campaign message.

The core thought behind the idea is that people go through a lot of indications and signs in their day-to-day lives.

The campaign “Sahi Paani Ka Sign, Alkaline” tends to answer that very question through a juxtaposition of the signs in our daily life while focusing on the fact that alkaline is the sign for the right kind of water. Through this campaign, the brand’s mission is to inspire personal wellness through the power of drinking alkaline water.

The campaign’s first video begins with a woman sitting at a dinner table with a variety of junk food spread around her while she chooses to eat a healthy salad bowl over junk food. Moving on, she chooses to drink water, which is alkaline.

While the second video talks through a similar narrative through physical workouts, communicating a healthier way of life.

Havells India executive vice president-electrical consumer durables Rajiv Kenue said, “The India water purifier market is one of the largest in the Southeast Asian region and is expected to exhibit a CAGR of 10.27 per cent during 2022-2027. We have introduced a new range of Gracia Alkaline water purifiers keeping in mind that consumers take a more hands-on approach to health these days and our product is the right fit in the entire ecosystem.”

Speaking at the launch, Havells India executive vice president-marketing Rohit Kapoor said, “There have been a lot of conversations around immunity and health. Water being one of the most basic commodities in our daily lives, the conversation around it being intrinsically safe is very relevant. Through this narrative, we intend to bring more awareness to our Gracia range of alkaline water purifiers. And to communicate the benefits, we have used the plot of signs as people today are consciously choosing healthier options in life, like opting for a salad or jogging, which is an indication of healthy living, while using them creatively to convey the top-of-mind recall for our product range.”

He further added, “Our intention is to bring closure to the association of the Gracia range in the water purifier category, which is already cluttered, by offering a differentiated product from the house of Havells.”

September 13, 2022
Eureka Forbes ropes in Madhuri Dixit for new campaign

Mumbai: Eureka Forbes has launched a new campaign with Madhuri Dixit for its leading product Aquaguard. The campaign is planned by Taproot Dentsu and produced by YellowLifafa with the tagline ‘pani mein Zinc aisa kahaan hota hai… jahan Aquaguard hota hai.’

The newly launched copper and zinc cartridge will be present across the Aquaguard range. The campaign will be launched across all media channels and platforms.

It features the famous Madhuri-Dadi jodi, both played by the Bollywood actor. The ad showcases Aquaguard’s technological superiority by enriching water with the goodness of copper and zinc. Madhuri as dadi exhibits nonchalant confidence using the line ‘jahan Aquaguard hota hain.’

The new technology by Eureka Forbes, Active Copper Zinc Booster Cartridge infuses Copper and Zinc ions into the water to give not just pure but enriched healthy water also. When water passes through the cartridge, zinc and copper infuses with it offering the double goodness of both, said the brand in a statement.

Talking about the campaign, Eureka Forbes managing director Marzin R Shroff said, “Aquaguard as we all know has always been a pioneer in water purification. With copper and zinc ionic infusion, our new range focuses on the goodness of both copper and zinc. We continue our endeavour of developing innovative technologies to meet the ever changing needs of our consumers in order to build a healthier India.”

Taproot Dentsu India executive creative director Yogesh Rijhwani commented, “When we talk ‘Madhuri’ and ‘Aquaguard,’ the one word that comes to mind is ‘legacy!’ It’s that legacy factor and the bond that India shares with both the actor as well as their home water purifier – that helped us shape this campaign. She was obviously fabulous to pull this off with such ease – it was a pleasure to create this campaign!”

Eureka Forbes brand ambassador Madhuri Dixit said, “Our generations are changing but certain old-time habits are still intact! Aquaguard’s copper + zinc innovation is something I’ve always believed in – it made the belief in the communication message stronger. It was fun to do another ‘old generation vs new generation’ role yet again!”

May 16, 2022
Water purifier Moonbow assigns creative duties to DDB Mudra

MUMBAI: Following a multi-agency pitch, the DDB Mudra Group has won the creative duties of Moonbow, a water purifier and air purifier brand by Hindware. As part of the mandate, the agency will be responsible for the creative strategy and execution for the brand.

The brand would be managed from the Group’s Gurugram office and will be led by DDB Mudra North executive vice president and business partner Ashwani Dhingra.

Hindware, a leading name in the Indian market, launched the consumer appliances brand- Moonbow in 2016. The brand strives to bring goodness into the lives of all its consumers with its aesthetically crafted, disruptively designed and technologically advanced range of water purifiers and air purifiers. The brand, though a fresh entrant in the market, aims to gain position in the top three ranks in the next five years.

Hindware president of consumer products division Rakesh Kaul says, “DDB Mudra has been our agency partner for Hindware kitchen appliances and water heaters. We have grown in these categories faster than the industry to capture good market share within three years and DDB Mudra has played its part in helping us achieve this growth. We expect DDB Mudra team to work in the same manner for our Moonbow brand and be a part of the brand’s growth journey.”

Water purification is a highly competitive category in India today. With the pressure on groundwater supply increasing in every large city/town and the over reliance on the monsoons every year, the need for purification is clearly felt in every home. Newer entrants in this category need to redefine the health benefits that more advanced water purification systems can deliver.

DDB Mudra Group executive director Rajiv Sabnis mentions, “Moonbow is uniquely placed to raise the stakes on their water purification offering and its proven benefits. We have an interesting challenge, to establish a differentiated and relevant health benefit amongst Indian homemakers.”

May 17, 2018