Aquaguard Joins Gram Chikitsalay Universe With Two Branded Content Films

Eureka Forbes expands its TVF partnership with stories addressing safe drinking water and Aquaguard’s 4 Year Unconditional Warranty

Eureka Forbes has expanded its partnership between Aquaguard and TVF by integrating the water purifier brand into the Gram Chikitsalay universe through two branded content films.
The campaign uses characters and situations associated with Gram Chikitsalay to communicate two aspects of the Aquaguard proposition. While the first film focuses on conversations around safe drinking water, the second addresses the ownership experience through Aquaguard’s 4 Year Unconditional Warranty.
The first film begins with an everyday interaction within the Gram Chikitsalay setting before raising a question about whether the water people consume is safe.

Using the humour and character interactions associated with the series, the film introduces the subject of drinking water safety before incorporating Aquaguard into the storyline.
The second film focuses on the experience after purchasing an appliance. An unexpected repair bill initiates a conversation about the costs and uncertainty that consumers can encounter during appliance ownership.
Aquaguard’s 4 Year Unconditional Warranty is subsequently introduced as part of the story, addressing the assurance consumers may seek during the ownership period.
By placing the two propositions within different situations, the campaign covers separate stages of the consumer journey. One addresses the need that can influence a water purifier purchase, while the other focuses on considerations that emerge after the product has been purchased.

“The strongest branded content partnerships are built on a clear intersection between consumer relevance and the cultural context in which a brand chooses to participate,” said Anurag Kumar, Chief Growth Officer, Eureka Forbes Limited.
“Our intent with TVF was not simply to feature Aquaguard within an established entertainment property, but to identify narratives where the brand could have a meaningful role. These two films allow us to address different but equally important moments in the consumer journey, from the fundamental need for safe drinking water to the confidence consumers seek throughout the ownership experience,” Kumar added.
He said that when a product proposition is connected directly with the story, branded content can move beyond visibility and become a way of building relevance with consumers.

The two films are the latest addition to the ongoing partnership between Aquaguard and TVF. The collaboration uses the established Gram Chikitsalay setting to incorporate product related conversations into situations familiar to viewers of the series.
Through the collaboration, Eureka Forbes is continuing its content led approach to brand communication, using entertainment settings to address consumer conversations around drinking water and product ownership.
Eureka Forbes operates across water purification, vacuum cleaning and air purification, with direct, retail, ecommerce and institutional sales channels in India.

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