Raahil Chopra
Jun 12, 2012

Aquaguard underlines 'Paani ka doctor' positioning with new campaign

WATCH the TVC created by Triton Communications here

wide player in 16:9 format. Used on article page for Campaign.

Eureka Forbes has underlined its positioning as the 'Paani ka doctor' protecting children against water-borne diseases, in a new television commercial released ahead of the monsoons.

The film created by Triton Communications opens with a mother using an Aquaguard to fill her baby's water bottle, and feeding the baby with it. Children in a school bus with the Aquaguard sippers, children playing soccer, hockey and basketball, and quenching their thirst with Aquaguard water, symbolise those protected by the 'Paani ka doctor'. The film ends explaining that Aquaguard helps fight diseases such as typhoid, gastroenteritis and jaundice, thus underlining the brand's positioning.

Commenting on the new elements of the campaign, Renton D'Sousa, national director, creative and strategy, Triton Communications, said, "Aquaguard with its international range of smart water purifiers has coined a new term for the combination of these technologies, called 'Grouvth' (Growth). Grouvth is an acronym for Global Reverse Osmosis UltraViolet Taste Heightener."

The Grouvth 'ladder' is highlighted in the film. He added, "At present Aquaguard as the 'Paani ka doctor' holds the high ground of positioning of the expert and advisor. The interesting use of a visual element of a 'Blue cross' across all Aquaguard advertising is a symbol of the trust, protection and expert advice of the 'Paani ka doctor'. 

Alongside the film, Triton Communications has also created a print campaign for Aquaguard. The brand is also associated with the show 'Satyamev Jayate', as a 'Powered by' sponsor.


Client: Eureka Forbes
Agency: Triton Communications
National director - creative and strategy: Renton D'Sousa
Creative team: Vinayak Pattar, Atul Purohit, Sharukh Dandiwalla, Renton D'Sousa
Account management: Pankaj Arora, Kim Solomon
Media: Sainath Iyer

Campaign India