ITV News
Aquaguard extends TVF partnership with two Gram Chikitsalay films
Eureka Forbes uses TVF’s comedy universe to spotlight safe water and 4-year warranty
MUMBAI: When water meets TVF, the brand message gets a little less dry. Eureka Forbes has extended its ongoing Aquaguard partnership with The Viral Fever (TVF), bringing the water-purifier brand into the world of Gram Chikitsalay through two films centred on safe drinking water and ownership assurance.
The two films use the show’s familiar characters, humour and rural setting to address separate consumer concerns. The first asks a deceptively simple question, whether the water people drink is actually safe before bringing Aquaguard into the conversation as a solution.
The second film moves from the purchase decision to what happens afterwards. An unexpected repair bill sparks a discussion around the uncertainty and expense that can come with appliance ownership, setting up Aquaguard’s 4-Year Unconditional Warranty as the campaign’s second proposition.
The partnership therefore takes Aquaguard beyond a conventional product plug. Instead of placing the brand alongside the Gram Chikitsalay narrative, the two films build their messages around situations that fit naturally within the show’s world.
The first film focuses on the fundamental need for safe drinking water, while the second addresses the reassurance consumers may seek once an appliance becomes part of everyday life. Together, they cover two different points in the consumer journey, why a consumer may need the product and what can make ownership more worry-free.
Anurag Kumar, Chief Growth Officer, Eureka Forbes Limited, said the collaboration was designed around the intersection of consumer relevance and entertainment context. He added that the intention was to find narratives where Aquaguard could play a meaningful role rather than simply appear within an established entertainment property.
The latest films mark another chapter in the Aquaguard and TVF partnership, with Eureka Forbes continuing to use entertainment-led storytelling to communicate its product propositions through familiar characters and situations.
By using the Gram Chikitsalay universe to frame conversations around drinking water and appliance ownership, the campaign attempts to make what could otherwise be functional product messaging feel more like part of the story and less like an interruption.
