Mumbai, April 16: Eureka Forbes has unveiled a new consumer awareness campaign for its Aquaguard Nanopore Long Life Filters, urging households to take an active role during water purifier servicing and ensure the installation of genuine filters.
Conceptualised and executed by Schbang, the campaign sheds light on a critical yet often overlooked issue in the water purification ecosystem. While consumers invest in trusted purifier brands, filter replacement is typically treated as a low-involvement process, largely dependent on service technicians. This often results in the use of ordinary or local filters without consumer awareness.
Such practices can pose significant health risks. Non-certified filters may not effectively remove harmful contaminants such as pesticides, microplastics, mercury, lead, arsenic, and uranium. As these impurities are not visible to the naked eye, water may appear clean while still being unsafe, potentially leading to serious health concerns over time.
Through this campaign, Eureka Forbes aims to empower consumers to be more vigilant during filter replacement by insisting on genuine Aquaguard Nanopore Long Life Filters. Each filter is equipped with a QR code, enabling users to verify authenticity before installation.
“A large number of consumers rely entirely on technicians during filter replacement, without realising that ordinary filters can compromise water safety for the entire family,” said Anurag Kumar, Chief Growth Officer at Eureka Forbes. “With this campaign, we want to encourage users to take a simple but crucial step—ensuring the installation of genuine filters and verifying them through the QR code.”
To drive engagement, the campaign leverages humour and cultural familiarity. One of the films features a dramatic, cinematic character inspired by classic Bollywood storytelling, delivering an intense monologue that ultimately highlights the issue of non-genuine filter usage.
Another film draws from traditional Indian television family dramas, using exaggerated storytelling, dramatic visuals, and relatable household dynamics to reveal the hidden risks associated with ordinary filters.
Adding a relatable perspective, a third film stars Bharti Singh and Haarsh Limbachiyaa, focusing on parental concerns around child health. The narrative underscores the importance of safe drinking water, especially for families with young children.
Commenting on the campaign’s creative approach, Jitto George, President – Brand Solutions at Schbang, said,
“Filter replacement is typically a low-involvement activity. By combining humour, pop culture, and relatable family moments, we aimed to make this important issue more engaging and memorable, encouraging consumers to take action.”
With this initiative, Eureka Forbes reinforces a critical message for households across India: always insist on genuine Aquaguard Nanopore Long Life Filters during servicing and verify their authenticity through the QR code to ensure safe and clean drinking water.
