MxMIndia

Tag: Eureka Forbes

  • Highlights one of the brand’s USP, Active Copper

    Taproot brings back Madhuri for Aquaguard

    By Our Staff

     

    Taproot Dentsu has brought back the famous dadi-poti (grandmother-granddaughter) duo, both roles played by actor Madhuri Dixit. The campaign from the house of Aquaguard, highlights one of the brand’s greatest USP, Active Copper.

     

    Commenting on the campaign, 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.”

     

    Added Sameer Wanchoo, CMO, Eureka Forbes: “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 revolutionize the drinking habits of our consumers.”

     

  • The agency won the account following a multi-agency pitch

    Eureka Forbes appoints Taproot Dentsu as its creative agency

    By A Correspondent

     

    Eureka Forbes has roped in Taproot Dentsu to handle its creative duties. The agency won the account following a multi-agency pitch.

     

    Under this new partnership, Taproot Dentsu  will now be responsible for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions. With Taproot Dentsu on board, Eureka Forbes plans to further fortify its position as category leaders.

     

    Said Marzin R Shroff, MD and CEO at Eureka Forbes: “Taproot Dentsu’s creative ideas and holistic approach resonates with our ideology and strategy. We are confident that the agency’s understanding of our business and categories will help us in making our brands more engaging, intriguing and relevant to all our stakeholders. We wish the team success and look forward to an exciting journey together. I would also like to acknowledge the contribution of Triton Communications that has helped us create and build our iconic brands over the last three decades.”

     

    Added Umesh Shrikhande, CEO – Taproot Dentsu: “Aquaguard from Eureka Forbes is a brand that has been a leader and pioneer in the water purification space. For most Indian consumers, the name is synonymous with the category. The work they have done spanning visionary R&D, specialist selling and social initiatives is staggering. It is our privilege to get this opportunity to help the brand strengthen its leadership position. Equally, we are excited to work on their other important brands like Euroclean Vacuum Cleaners, Aeroguard Air Purifiers and EuroVigil Security Solutions, which are leaders in their own right.”

     

    Said Santosh Padhi, Co-founder and Chief Creative Officer – Taproot Dentsu: “It is always challenging to create sharp and memorable communication for a rational/scientific category. More so when you are dealing with a respected leader brand like Aquaguard. We will pull out all stops to make sure that we create winning communication that’s differentiated.”

     

     

  • Will manage the entire media portfolio for Eureka Forbes

    Wavemaker India wins media mandate for Eureka Forbes

    By A Correspondent

     

    Eureka Forbes has announced Wavemaker as its media partner in India. The GroupM agency will manage the entire media portfolio for Eureka Forbes.

     

    Speaking about the win, Kartik Sharma, Managing Director – Wavemaker, South Asia said: “It’s a great honour to work with such a prestigious brand. We are grateful to Eureka Forbes for selecting us as their media partners. Our focus has always been towards driving client’s business objectives. With our expertise in marketing communications backed by our global operating system Rapid Growth Planning, we are confident of achieving these objectives for our brand partners.”

     

    Commenting on this, Shashank Sinha, AVP and Head – Marketing Eureka Forbes said: “After carefully evaluating various agencies that suit our requirement technically and culturally, we decided to appoint Wavemaker, who have earlier been our digital partners; to now look after consolidated media planning and buying for even the traditional media. We believe that this will provide us with better planning efficiencies, buying leverage, data analytics and insights. This consolidation of media and consumer behavior will help us raise our game in these extremely competitive times. We wish the team at Wavemaker success and are thankful to Triton Communications who have managed our media portfolio until now.”

     

     

  • In an integrated ad campaign unveiling the new positioning of Aquaguard as the 'Healthiest Water on Earth', Sehat Ki Awaaz aims to educate consumers about the nutrition and health aspects of drinking water.

    Eureka Forbes kicks off ‘Sehat Ki Awaaz’ campaign for Aquaguard

    By A Correspondent

     

    Water purification brand Eureka Forbes Limited has launched a new campaign, ‘Sehat Ki Awaaz’, for its flagship water purifier brand Aquaguard. Being a leader in water purification in the country, Eureka Forbes’ new marketing campaign aims to educate consumers about the nutritional value of drinking water for good health.

     

    Developed by Triton Communications Pvt. Ltd, ‘Sehat Ki Awaz’ is an integrated ad campaign featuring a new TVC and print ads across India.

     

    Commenting on the new ad campaign, Marzin R Shroff, CEO Direct Sales & Marketing Head, Eureka Forbes Limited, said, “Water contains important minerals like calcium, sodium, potassium, magnesium and many more which are unequivocally essential for human health. Our ‘Sehat Ki Awaaz ad campaign educates consumers about nutrients in drinking water that are essential for good health, a core offering of our brand Aquaguard, Paani Ka Doctor. Eureka Forbes believes that pure and safe drinking water is birthright of every individual and Aquaguard is our offering to the huge consumer base.”

     

    Renton D’Sousa, CEO & National Creative Director, Triton Communications, added, “Aquaguard has not only emerged as leader but ultimate solution provider in the area of drinking water, the brand was positioned as the Expert Advisor and hence derived to the positioning of Paani Ka Doctor. To reinforce this change from ‘Purity to Nutrition’, Aquaguard Paani ka Doctor has now positioned itself as the ‘Healthiest Water on Earth’. Aquaguard’s new communication will play catalyst in creating awareness among consumers about the health benefits associated with drinking water.”

     

  • The agency will manage the digital and social media strategy for Eureka Forbes, taking relationship marketing to the next level

    Eureka Forbes partners Digitas for digital

    By A Correspondent

     

    Water purifier manufacturer Eureka Forbes has awarded its digital and social media mandate to Digitas India, digital marketing agency and a member of the Publicis Groupe. Eureka Forbes has been a pioneer in direct selling with marquee brands like Aquaguard and Euroclean for nearly 30 years.

     

    Digitas will be responsible for an integrated and end-to-end solution to strengthen engagement with customers across digital platforms like Electronic Customer Relationship Marketing (e-CRM), e-commerce, Online Relationship Management (ORM), Social media, etc. E-commerce will play an important role in the company’s digital strategy as Eureka Forbes is strengthening its presence not only in direct sales but also retail and B2B space as well.

     

    Speaking on the announcement, Marzin R Shroff, CEO, Direct Sales and Senior Vice President, Marketing, Eureka Forbes Limited, said, “We are happy to partner with Digitas as our digital agency. The core strength of Eureka Forbes is ‘relationships’ with our customers. In this digital age, it is important for us to engage with our customers real-time on the digital platforms as well and cater to their needs. For over 30 years, India has known us for our direct marketing efforts; the vision is to replicate the same on the digital space as well. We believe the integrated approach and rich experience of Digitas will help us to strengthen our customer relationships on a long term basis and wish to build a strong e-commerce channel to supplement our success of direct selling in India.”

     

    Kanika Mathur, President, Digitas India said, “This is an amazing opportunity and we are incredibly excited to be a part of the digital initiative for Eureka Forbes. More of Eureka Forbes customers will be online as the internet explodes in India and we believe that a significant business model can be created online.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta

    AdStrat: Safe Drinking Water by Triton

    The Campaign:

    AquaSure Kitanu Magnet

    The Client: Eureka Forbes

    The Agency: Triton

    The Brief :

    To launch AquaSure’s Kitanu Magnet which has 100 crore active sites that attract and remove bacteria, virus and cysts from water. Thus, making drinking water 100% safe without the use of any chemicals.

     

    Any specific advisory from the client:

    To launch AquaSure’s new breakthrough water purification technology that gives you ‘Safest Drinking Water’ unlike inaccurate claims of some of the other water purifiers currently available in the market, some of them even using harmful chemicals for purification. The AquaSure process works most effectively due to 100 crore active sites that attract and remove bacteria, virus and cysts from water, more so without the use of any chemicals.

     

    Research insights:

    “For my family’s health, there can be no compromises in the safety of drinking water, It has to the safest or nothing”

    People are grudgingly aware that their cheaper & ineffective methods of water purification are grossly inadequate & (if known to them) are also acutely against the use of harmful chemicals for something that goes into their body.

     

    [youtube]http://www.youtube.com/watch?v=I7NoD8q0RyI[/youtube]

     

    The thought process behind the creative:

    Renton D’Souza, National Director – Creative and Strategy, Triton Communications Pvt Ltd, said,” It’s the role & responsibility of the ‘Water purification leadership company in India’ to make people aware of what is truly safest water. It was imperative to introduce ‘AquaSure’s breakthrough technology’ in a manner that is relevant, simple to understand & persuasive for the sake of their family’s health. It was important to have an impactful everyday life analogy to serve as an eye opener & make consumers wake up to reality to initiate action”.

     

    Media vehicles chosen:

    TV, Print, Digital & POS

     

    Key issues kept in mind while executing the ad:

    Bring out the technical excellence of the product that is not cold but relatable, is beneficial & empathizing while building on the emotional connect that the brand already enjoys with the consumer.Establish the promise of ‘100% Safe Water’ with the strong ‘Kitanu magnet’ led reason to believe.High quality graphics to depict devil-like harmful kitanus to shake consumers from their inertia.

     

     

    Does the treatment does justice to the brief?

    The treatment & execution is highly clutter breaking & impactful in media. Also the analogy is honest, relevant, simple & persuasive.

     

     

    Market and client feedback and follow-ups (if any):

    Highly effective balance of strategy & creative as well as rational & emotional connects that will change consumer perceptions and behavior.

    Will work to give business results.

     

     

    Credits:

     

    Company: Eureka Forbes Limited

    Brand: AquaSure Amrit with Kitanu Magnet

    Creative Agency: Triton Communications, Mumbai

    National Director – Creative and Strategy : Renton D’Sousa

    Creative Team :  Vinayak Pattar (Creative Director), Atul Purohit (Creative Director), Arun Balgopal (Art Director)

    Account Management Team: Kim Solomon (Sr. Vice President), Chirag Tana (Client Services Director)

    Media Agency: Triton Media

    Production House: Milestone Films

    Producer: Ajay Wasu