New Delhi, June 16: Hindware, India’s leading bathware brand, collaborated with creators who reflect the distinct ethos and appeal of its dual–brand philosophy through the #TwoVoicesOneUpgrade campaign. Hindware joined hands with Gaurav Kapoor, one of India’s most celebrated stand-up comedians known for his sharp observational humour and over 1.6 million Instagram followers. Meanwhile, the company’s premium brand Queo joined hands with Sarthak Ahuja, Chartered Accountant, ISB Gold Medalist, and one of India’s most trusted finance and aspiration voices on social media with 3.6 million followers.
The collaboration was brought alive through native Instagram-first reels published on the creators’ own handles, leveraging their distinct storytelling styles and organic audience engagement. Gaurav’s piece was executed in a live stand-up, crowd-work format, capturing relatable couple dynamics and everyday bathroom conversations while Sarthak’s content leveraged his signature insight-led format to decode evolving consumer trends and premium upgrade behaviour.
For Hindware, the collaboration with Gaurav Kapoor reflects the brand’s deep connection with the aspirational Indian households. Known for his relatable storytelling rooted in the realities, anxieties, and ambitions of everyday India, Gaurav resonates strongly with the very audience Hindware has catered to for over six decades. With an Amazon Prime Video special and a loyal digital following, he brings authenticity, familiarity, and cultural relevance to the campaign.
For a brand that has been part of Indian homes for over six decades, staying culturally relevant is as important as being remembered. Through humour-led and creator-first storytelling, Hindware aims to deepen relatability with younger audiences while reinforcing its aspirational positioning.
At the same time, Queo’s collaboration with Sarthak reflects the growing preference among young urban consumers for thoughtful, design-led living experiences. Together, the partnerships highlight Hindware’s broader ambition to connect with evolving Indian consumers through voices and stories they already trust.
Ms. Arunima Yadav, VP & Head of Marketing, Hindware Bathware & Tiles, said, “We didn’t start with a follower count. We started with a question: who does our consumer trust, and why? Gaurav‘s comedy is rooted in the same aspirational Indian households, home conversations, and everyday realities that Hindware has been part of for decades. His audience deeply cares about their homes, the spaces they build, and the comfort they create within them, which makes this association feel authentic and intuitive. And Sarthak‘s audience has already self-selected as people who think carefully about value, design, aspiration, and long-term decisions, which is exactly the mindset a Queo buyer brings to creating a premium bathroom space.”