Campaign India Team
Oct 13, 2021

Madhuri Dixit asks viewers to stop testing the waters with Aquaguard

Watch the film conceptualised by Taproot Dentsu here

Aquaguard has launched a campaign to highlight one of its USPs - the Active Copper. Conceptualised by Taproot Dentsu, the campaign is the remake of the brand’s 2019 campaign, featuring actor Madhuri Dixit. 
The film showcases the dadi-poti (grandmother-granddaughter) duo, a double role played by Dixit, who pick on a neighbour who buys a new water purifier. While the neighbour shows his purchase off to the grandmother, she asks him why he didn’t go for a new one instead. On this, the neighbour asks her to check the box. The granddaughter tells her grandmother that the box indeed, is a new one. However, the grandmother responds saying that although the product is new, the technology is old. 
Yogesh Rijhwani, executive creative director, Taproot Dentsu, Mumbai, said, “Having created the character of dadi who appears meek but is actually sassy, we stayed true to her persona in this leg of the campaign too. Knowing that consumers find this Madhuri duo synonymous with Aquaguard, especially the copper variant, gave us the liberty to take the narrative forward and let dadi do the talking.”
Sameer Wanchoo, CMO, Eureka Forbes, said, “Consumers today seek the benefits of traditional wisdom like drinking from copper vessels, and we at Eureka Forbes have ensured that we offer the same in the most convenient way. Our Active Copper product range has managed to drive consumer preference and we have witnessed a significant rise in market share. Additionally, the characters of dadi and poti played by our brand ambassador Madhuri Dixit have been loved and have generated high recall. The new TVC continues our journey to revolutionise the drinking habits of our consumers.”
Agency: Taproot Dentsu, Mumbai
Chief executive officer: Ayesha Ghosh
Chief strategy officer: Shashank Lanjekar
Executive creative director: Yogesh Rijhwani
Associate creative director: Arshad Shaikh
Group head (art): Narendra Patil
Senior art director: Yogesh Gavhane
Account management: Gargi Raju and Megha Mohan 
Production house: Yellow Lifafa Films
Director: Sizil Srivastava
Executive producer: Romil Srivastava
Campaign India

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