Selling water-purifiers in times when boiling was considered ‘gospel’ was audacious. We started by giving technology, a ‘friendly, human face’. The Sales person was seen as a ‘friend for life’ and Aquaguard as the ‘protector’ against waterborne diseases. With E-boiling, we made boiling look skimpy with our ’20-minute bacteria and virus nullification promise.’ Sales shot up and Aquaguard became synonymous with the category.
We built a strong emotional and cultural connect while reinforcing leadership through our campaign: Water so pure that it can be offered to God. With time, competition got fiercer and tried matching up but Aquaguard raised the bar, yet again with ‘Paani ka Doctor’. It gave Aquaguard the indisputable stamp of authority. It was seen as an expert on all water matters. But competition began carpet-bombing media by roping in celebrities for better impact.
Aquaguard like a true leader changed the battle field by taking the high ground. It owned nourishment via water through the expression: ‘Shudh se Zyaada, Sehat ka Vaada.’ Dr. Nene and his celebrity wife, Mrs. Madhuri Dixit Nene endorsed it. Aquaguard continues to rule the roost.