Brands
Eureka Forbes revamp couldn’t have come at a better time: CTO Shashank Sinha
NEW DELHI: Joining the league of brands like VI, Intel, and Cadbury, Mumbai-based consumer goods company Eureka Forbes Ltd adopted a new brand positioning and identity in 2020 after three decades of operations. The brand, which pioneered the basic principles of health and hygiene in the category, embarked on a journey in pursuit of thriving in tough times and leaving behind footprints of a positive difference, taking forward its philosophy of ‘friends for life.’ In a recent conversation with Indiantelevision.com’s Mansi Sharma, Eureka Forbes Ltd chief transformation officer Shashank Sinha talked in detail about this move, the new brand identity, and how 2020 fared for the company. Edited excerpts follow:
On adopting a new brand identity in 2020
This revamp was in process for us for quite some time. In fact, our initial plan was to announce it at our 2020 annual general meeting in the month of April. However, the circumstances that we found ourselves in the wake of Covid2019 lockdown did not even allow us to host the meeting. Thus, the announcement was postponed and as things started looking better, we took the call to roll it out.
Obviously, it was a challenging year and time, but it also provided us with the right background to better push forwards our improved agenda of ensuring the health and hygiene of the customers with our products.
On the rationale behind the rebranding
Every brand finds itself in our position someday, from where they want to celebrate their successful journey while also preparing for a better future. This is that time for us, when we are looking back proudly on our almost four-decade-long journey and also reflecting on how we are poised for the future. I believe there couldn’t have been a better year than 2020 to start with this new journey.
On the new brand positioning
When we had started our journey in 1982, we were possibly the first ones to pioneer this thought of health, hygiene, and safety with our products. We promised to tackle viruses then, at least for the water and air category. In fact, our brand of water purifiers, Aquaguard, became synonymous with the category. This was made possible because of our commitment to creating a better world with a positive difference. So, this philosophy has been there for quite a while. We are now going ahead to strengthen it in tandem with the times that we are in now. ‘A healthy world. A protected you. A happy us, revisited for the changing times’ is the new vision statement, which spells trust, authenticity and health.
We will keep functioning standing tall on the three tenets of our identity; people, society, and a better world.
So, our focus will be on improving the lives and experiences of people who are working for us. We have always taken pride in building great careers and lives. That will continue. For consumers, we are promising to try and make a difference in their lives. All this will contribute to a better society and overall a better future for the world.
On the new brand identity
We have rolled out a new logo for Eureka Forbes, which we are calling the ‘Posibol’ – a combination of positivity and symbol. This creates an internal focus within ourselves and the forward-looking arrow also shows the direction we are moving in.
Secondly, of our four core businesses, we have combined the three – Euroclean, Aeroguard, and Eurovigil – under the brand name Forbes. It was done because of the fact that people identify all these products as Eureka Forbes’ ones and the brand identity is rather strong.
Our range of water-related products will continue under the Aquaguard name. We have slightly tweaked the Aquaguard logo as well, to initiate the change yet keep it recognisable to the loyal customer base.
We have worked with a number of agencies including Taproot dentsu and Bombay DC for various aspects of this rebranding. Our internal teams have also contributed immensely, right from the new logos to the brand philosophy. As we go ahead, we will bring on newer partners to take forward the vision.
On the marketing strategy
For us, the prime face of our brand are people we call Eurochamps. These are people like me and our on-ground teams who have been assisting our customers on a regular basis. Real people meeting real customers is our core marketing strategy.
Apart from that, Madhuri Dixit and her husband Dr (Sriram) Nene have been closely associated with us for years now. I don’t see any change happening there.
Additionally, the new logos have already been rolled out on our products and digital platforms. We haven’t rolled out a special corporate campaign for that thus far.
2020 was a muted year for us like most brands, but we are certainly planning on a marketing strategy for 2021-22. Both television and digital will play an important role for that. I see the spends getting divided into a 50:50 ratio between traditional and modern platforms. As far as print is concerned, I don’t think it is dead for us. However, its role and relevancy have certainly changed with digital getting in place.
Brands
Champions again: How India’s brands roared after the T20 World Cup win
From food delivery apps to dating platforms, Indian brands wasted no time riding the wave of India’s historic back-to-back T20 World Cup victory over New Zealand
Ahmedabad: On March 8, 2026, which also happened to be International Women’s Day, India scripted history by clinching the ICC Men’s T20 World Cup for the second consecutive time, defeating New Zealand in a thrilling final. As fireworks lit up stadiums and streets across the country, another kind of celebration erupted simultaneously: India’s marketing machine kicked into overdrive.
Within minutes of the final whistle, brands from every sector, tech giants, quick commerce players, streaming platforms, and even a condom brand, were racing to craft the cleverest, most culturally resonant posts. Here’s a breakdown of how India Inc. celebrated the nation’s historic win.
Zomato: The Repeat Order
Zomato, India’s ubiquitous food delivery app, kept things refreshingly simple. Playing on its own product language, the brand posted: “Repeat order delivered 🏆 #INDvsNZ.” It was short, punchy, and perfectly on-brand, a nod to India’s back-to-back title, framed through the lens of what Zomato does best: delivering again and again.
Netflix India: Now Watching History
Netflix India leaned into its streaming identity with a clever checklist format: “2007 ✅ / 2024 ✅ / 2026 ✅ / NOW WATCHING: HISTORY BEING MADE 🇮🇳💪.” By bookending India’s three T20 World Cup victories as a watchlist completed in real-time, Netflix framed the nation’s triumph as unmissable content, the kind of story only live cricket can tell.
Reliance Jio: Typing the Win
Telecom giant Reliance Jio delivered a wordplay masterclass: “India typed ‘WIN’ in Black Caps today. 🏆” The double entendre, referencing both the act of typing in capital letters and the Black Caps (New Zealand’s cricket team), was crisp, witty, and instantly shareable. It was a reminder that in the age of social media, the best brand moments often come in a single sentence.
Google India: Teen Bhai
Google India took a more data-forward approach, posting “Teen bhai… 🔥” alongside a screenshot of Google Search’s AI Mode highlighting India’s three half-centurions in the final, Abhishek Sharma (52 off 21 balls), Sanju Samson (89 off 46 balls), and Ishan Kishan (54 off 25 balls). It was a subtle showcase of its AI search capabilities wrapped in patriotic pride. “Teen bhai” (meaning “three brothers”) referenced the trio of batting heroes who powered India to a massive total of 255/5.
Zepto: The Women’s Day Double Whammy
Quick commerce platform Zepto scored the most culturally savvy moment of the day by merging two celebrations into one. Earlier on Women’s Day, Zepto had posted: “Women’s Day gift idea: World Cup trophy 🏆 #WomensDay2026.” After India’s win, they quote-retweeted their own post with the simple reply: “Gift delivered 🇮🇳💜.” It was meta, timely, and perfectly executed, riding both national pride and the Women’s Day conversation in a single stroke.
CashKaro: They Tasted So Good, India Ate Them Twice
Cashback platform CashKaro went for bold visual storytelling with a striking creative: a tiger sitting over the T20 World Cup trophy with a plate of kiwi fruit, accompanied by the tagline, “They tasted so good, India ate them twice.” The use of the tiger as India’s symbol, paired with a cheeky jab at New Zealand’s kiwi identity, made this one of the most talked-about creatives of the day.
Manforce: Round 2 Always Gives the Best Satisfaction
In perhaps the most audacious play of the lot, condom brand Manforce posted a creative featuring the T20 World Cup trophy against a stadium backdrop with the copy: “Guess Round 2 always gives THE BEST SATISFACTION.” The innuendo-laden post, hashtagged #BackToBackChampions, was quintessential Manforce, a brand well-known for consistently using cricket moments to drive cheeky, double-meaning campaigns that generate massive engagement.
Parle-G: Pehle Dip Se Aakhri Cup Tak
Beloved biscuit brand Parle-G went the emotional, illustrative route with a vibrant artwork showing Indian cricketers lifting the World Cup trophy superimposed onto a giant Parle-G biscuit. The tagline, “Pehle dip se aakhri cup tak / Parle-G humesha saath rahega” (From the first dip to the last cup, Parle-G will always be with you), was a masterstroke of nostalgia marketing, connecting the simple act of dunking a biscuit in tea to an entire nation’s cricket journey.
Domino’s India: No Kiwi on This Pizza
Domino’s India served up a deliciously savage quip: “India mein pineapple on pizza chala nahi, Kiwi toh kya hi chalta 😜🏆 #Champions #India.” By invoking the age-old pineapple-on-pizza debate, Domino’s made a clever statement: if Indians won’t accept pineapple on pizza, there’s certainly no room for the Kiwis (New Zealand) either. It was the kind of post that got fans and foodies alike sharing in equal measure.
JioHotstar: History Repeated, History Defeated
As the official streaming home of the ICC T20 World Cup, JioHotstar had the most at stake and arguably the biggest platform. The brand’s post was thunderous in its simplicity: “HISTORY REPEATED, HISTORY DEFEATED!” A bold, all-caps declaration that served as both a celebration of India’s second consecutive title and a subtle flex for the broadcaster that streamed every ball of it.
Tinder India: It’s a Match Again
Dating app Tinder India proved that no brand is too far removed from cricket fever with a perfectly on-brand line: “India just matched with the world cup again 💙🇮🇳.” By using its own core product concept, a “match”, to describe India’s World Cup triumph, Tinder struck a note that was both clever and effortlessly native to the platform’s voice.
Snabbit: Sabko Dho Diya
Home services startup Snabbit rounded out the celebrations with a pun-driven visual: an Indian jersey hanging out to dry, with the copy “Sabko dho diya, ab champions hawa khayenge,” roughly translating to “Washed everyone clean, now the champions ride the breeze.” The laundry-meets-cricket metaphor (“dho diya” means both “to wash” and “to thrash completely”) was a crowd-pleaser that perfectly captured the irreverent, punchy spirit of Indian moment marketing.
The bigger picture
What these posts collectively demonstrate is the extraordinary maturity of Indian digital marketing. Brands no longer simply congratulate, they connect their core product identity to the cultural moment in ways that feel earned rather than opportunistic. In the space of under an hour, the same victory inspired a food app to talk about repeat orders, a dating app to talk about matches, a laundry startup to talk about washing opponents, and a telecom giant to make a pun about capital letters.
The convergence of India’s World Cup win with International Women’s Day added yet another dimension, as Zepto demonstrated brilliantly, showing that the best brands are always watching for the intersection of multiple cultural conversations.
India’s cricketers gave the country a night to remember. And India’s marketers, it seems, were ready and waiting.
