Taproot brings back Madhuri for Aquaguard

14 Oct,2021

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.”


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